← Perpetual Traffic
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- [00:01]
Ralph Burns
Hey, it's Ralph here. Let me tell you about a lifestyle brand that we recently worked with where they grew their revenue by 49.8% year over year and hit eight figures in top line revenue for the very first time in their history and they are now on track for 25 million in revenue in 2025. We are so excited to be working with this company and the reason why is they started using Tier 11 data suite about a year ago and re reduced their unattributed traffic by 90%. That's right, they're unattributed direct unknown traffic that probably frustrates the hell out of you. Over in GA4 or one of those other crappy attribution tools, we reduced that unattributed traffic by 90%, uncovered $850,000 in hidden revenue and scaled their ad spend by over 3x. These results are not magic. The results of clean, accurate data and system designed for today's privacy world where everybody is trying to block your data. If you want to see these kinds of results for your business, reach out and let's make it happen over@tiereleven.com apply and discover how tier 11 data suite can finally allow you to scale your business, acquiring new customers at a cost you can afford. Head on over to tiereleven.com apply our friends over at AppSumo started with one simple idea. The tools you need to grow your business shouldn't put you out of business. That's why they work directly with developers to get exclusive discounts of 80 to 90% off software, saving entrepreneurs like you over half of a billion dollars since 2010. Some of the biggest names in tech like Mailchimp, Zapier, Dropbox all got their start on AppSumo with a rotating selection of hundreds of tools, the ones that you're using anyway and probably paying too much for. You'll find the software you need to make your life easier in 2025. Plus with a 60 day money back guarantee, you can try any tool risk free. Oh my God, What a deal. AppSumo rarely offers discounts, but they are going to offer a deal here for you, the professional traffic listeners because prices are already so low, but we got the biggest discount we could possibly get from them anywhere. You get 13% off your first order with the code TRAFFIC13. These guys have been saving entrepreneurs like you and marketing people like you hundreds of millions of dollars since 2010. Don't miss out right now because they don't offer discounts like this. Head on over to appsumo.com. enter the code TRAFFIC13. Get 13% off your first purchase@appsumo.com. hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph Burns, the founder and CEO of Tier 11, alongside my amazing co host, Lauren E. Petrulo.
- [03:01]
Lauren E. Petrulo
The founder of Mongoose Media.
- [03:02]
Ralph Burns
So glad to have you with us today. You love it. When I say amazing co host, I just see you giggle. You know, everyone who hasn't been on our YouTube channel, you got to go over to perpetualtraffic.com YouTube. Every single show, she, like, glows and giggles when I said my amazing co host. Everyone loves a compliment.
- [03:22]
Lauren E. Petrulo
Of course.
- [03:23]
Ralph Burns
Of course we do. We're humans today. We're humans discussing the most human endeavor. Even if you're not a sports fan. Not a football fan especially. I know a lot of people who watch the super bowl who aren't. Who hate football. And they only watch it just to watch the commercials or the advertisements. And as they're known in our industry.
- [03:47]
Lauren E. Petrulo
You're listening to Perpetual Traffic.
- [03:55]
Ralph Burns
So let's go to your least favorite. The one that you were, like, skin crawling. Didn't like, least effective. What was your sense?
- [04:03]
Lauren E. Petrulo
So my least favorite. Oh, my gosh, the cringiest. Ralph, this ad bothered me to no end. The coffee mate commercial with the tongue.
- [04:15]
Ralph Burns
Oh, the tongue.
- [04:17]
Lauren E. Petrulo
First it started off with, like, the milk stash, and then he just had this, like, explosive tongue. Like, you remember the name of the beef tongue?
- [04:26]
Ralph Burns
You remember the name? Yeah.
- [04:28]
Lauren E. Petrulo
Because I had to be like, how dare you? I also don't drink coffee. But I was so disgusted by this ad. I was like, you were trying to do puppy monkey baby and be funny. But now I'm just grossed out. Like, oh, no, no.
- [04:43]
Ralph Burns
I know. Oh, my God. I hated it. Absolutely hated it. It was like. It was disturbing. It was disturbing but effective. See it. There is a lot of these companies, like, they do disturbing ads so that they are effective and you remember them and you talk about them just as much as we talk about how great they are and then we remember them. But there's many that we. They're great. And we're like, who is that by again, like, let's look at the boobies. Ad, for example, is like Novartis. You had no idea. I thought it was American Cancer Society, so. Me too. Unless we googled it before the show. So I find that. That fascinating.
- [05:19]
Lauren E. Petrulo
What was your least favorite cringy ad?
- [05:21]
Ralph Burns
My least favorite cringy ad because it appeared more than once and it just disgusted me. But I remember the brand Name. So once again, Cringy. Hated it. Yet effective was the Tubi ads.
- [05:38]
Lauren E. Petrulo
Oh, my gosh. With Lorelei Gilmer.
- [05:41]
Ralph Burns
I don't know who the personality was, but all I know, it just skeered me out because everybody had a skin cowboy hat on their head.
- [05:50]
Lauren E. Petrulo
Oh, that one. So, okay, yeah, there was also the Z. So Lorelei Gilmore is a character in Gilmore Girls. That's not the name of the actress. But there was a show on Tubi. I was curious if you saw them because I watched it on Tubi where it would keep promoting this show that's coming on. But yeah, the, like cowboy skinhead.
- [06:08]
Ralph Burns
Yeah.
- [06:08]
Lauren E. Petrulo
For me, skinhead is not a term I want to be associated with in any way, shape or form.
- [06:13]
Ralph Burns
It has a negative connotation. Like, such a good point. Such a good point.
- [06:18]
Lauren E. Petrulo
If you have the idea in here, we're out there with you. The twin brothers that were like the wizarding friends. Like, I appreciated the kindness of the, like, you're welcome here. But it felt like. So I go to Crunch and there it's like all people at Planet Fitness. It's like no judgment freeze or judgment free zone. All are welcomed.
- [06:38]
Ralph Burns
Right.
- [06:38]
Lauren E. Petrulo
That kind of feel good moment, which I appreciated. But for me it was like, if it's up here, then it's out there. I don't watch western stuff at all, so that's not something I'm looking for. I do watch Asian dramas and I do watch Spanish novellas. And I do have unique standup interests that I often don't find in the subscriptions that I look for. So I spend more on subscriptions for streaming services than I do if I had a traditional cable bill.
- [07:10]
Ralph Burns
Yeah.
- [07:11]
Lauren E. Petrulo
So the concept resonated with me. But I don't like Skinheads. It was gross. And I don't watch western, so I didn't feel the appeal.
- [07:20]
Ralph Burns
So I remembered it. I remembered the name. But also it didn't resonate with me because I don't watch westerns either. So I was wondering why they would focus on that. Maybe it's because that was the head. Easiest way to sort of, I don't know, have shock value. But it's like, if you like westerns, go to Tubi is basically is the. So it's my least favorite and I think least effective. Rememberable or, you know, memorable, I guess. Memorable. I do know how to speak. Speaketh the language. Ish, sort of. The point is that I remembered it, but I hated it. And it still didn't sell me. But I do remember now what Tubi is because I don't have to be.
- [08:02]
Lauren E. Petrulo
So, okay, it's three. It's the way that if you were watching it, Fox was promoting to be larger. There's a client we're talking with that has a film on tubi. So it's becoming a growing item for me. But it showed me that there's fantasy on tubi and that there's western on tubi. I wish it would have been like, is there anime on tubi? Because that's the largest growing entertainment commodity. Like, if you look at what Crunchyroll has grown in the last two years.
- [08:28]
Ralph Burns
That would have been cool. Right?
- [08:30]
Lauren E. Petrulo
Right. But it didn't show me the diversity of the content. So, like, you said that my takeaway is like, okay, they have western stuff.
- [08:36]
Ralph Burns
Ineffective for me.
- [08:38]
Lauren E. Petrulo
Yeah.
- [08:38]
Ralph Burns
All right, so last question for you. What was the one? There's always one that's like, I go from, like, funny to ones that want to make me cry. Like, end of most hatred is somewhere in the middle there. Or shock value. What was the one, from your standpoint? Maybe, like, tugged at your heartstrings, maybe got an emotional response. Because there's a lot of different ways we talk about this with 600 plus shows, how to capture your audience. We talked about humor. We talked about shock value. We talked about clever hooks. We talked about just insane openings. Like the WeatherTech commercial, which I thought was great with the senior citizens going crazy. Don't Worry, I got WeatherTech. I thought that one was great. But it's like, what's the one that tugged at your emotions?
- [09:24]
Lauren E. Petrulo
I mean, it's gonna be Dove. I hate that it's like, being so stereotypical. But there were two ads made geared towards women, and there was. Dove always has really strong empowering campaigns. I remember when we were at Disney, we would study those campaigns. Cause it was like, fight like a Girl, where they transformed what was a diss into a positive moment at Disney. We were like, okay, how do we Disney like a girl? How do we empower the Disney princess so that it's not just the stereotypical style? Like, I remember working on a campaign concept where a girl would be dressed as Cinderella, but instead of leaving a glass slipper, she left a soccer cleat. Right. So that type of empowering stuff always is a really strong one. You have a toddler that's running and shows how, like, women's personalities change when we go through puberty, but also, like, we decrease sports. I played sports in college. I thought I was going to go into being a professional soccer player. Like, that was my career path. And I saw it like, I remember I was 12 and I was not allowed to play co ed anymore, but there was no women's soccer team at my school. So I was demanding that they let me play with the boys because sixth grade was a dividing. And then they said no. The Catholic school I went to said I could not play with the boys because I had hit puberty. So that's when I signed up for club soccer. And it resonated with me, specifically. The challenges, though, that then there was also the women in science commercial where it was just also showing, like, there's a time collapse. Because it was not even necessarily women's science. It was about climate change. But it was then again showing, like, there's such a short period in which you can address this environment. And it was showcasing, like, the life of a child.
- [10:58]
Ralph Burns
Okay, so which one was that? Do you remember who the. Because I don't remember that one.
- [11:01]
Lauren E. Petrulo
It was the climate change commercial where we're showing, like, we have to act in this generation. So it felt like the ads were too similar in message, where it's showing like, the life. The short time that you have to enact change was based off of a child's adolescence. So the seeing a three year old running as long as she did, I was like, wow, that was a really hard shot to do because, like, a three year old kept running. They had to reshoot that a million times, I'm sure, but it tugged on my heartstrings a lot.
- [11:31]
Ralph Burns
Yeah, I hate to say it was the same one, but it was like, that was the one before you answered. I mean, one in two girls who quit sports are criticized because of their body type.
- [11:39]
Lauren E. Petrulo
Yeah.
- [11:40]
Ralph Burns
I mean, for me, as a parent who did not have a little girl but has lots of nieces, I was like, first off, there's a couple of different parts to this ad which I think are really powerful. First off, the girl is insanely cute.
- [11:54]
Lauren E. Petrulo
Oh, my gosh.
- [11:56]
Ralph Burns
Insanely cute.
- [11:57]
Lauren E. Petrulo
So cute.
- [11:58]
Ralph Burns
But as a parent, I'm like, holy shit. She's running down a busy street. There's like a sign that says slow on it. And I'm like, oh, she's gonna, like, run right through. I thought it was gonna be something about, like, drunk driving or something. Like, I'm like, no, no, no, no, no, no. She's gotta stop. So that totally hooked me in. Like, I was like, whoa. Oh, my God. And then, you know, the B roll comes on, you know, three year old, these legs are unstoppable. And Then the tie in to later. And I've seen this with my nieces, like the evolution when they were three and what they are now and how they're going through like all this challenging stuff. Like my sister, she's dealing with like crap like I never had to deal with as a kid, like we never had to deal with as parents. I don't know how she's dealing with it, but I remember when she was three, we used to call her all these funny nicknames and she was playing with the boys and she was like this innocent little kid. And now she's tortured in a lot of ways because of social and because of friends and because of changes in school and all these things. And she's an athlete and she's not going to play athletics when she's in college. I don't really know why. Is it because of her body type being shamed it like, it really struck me and the fact that it is Dove is very much in alignment as a marketer. I was like, this is so in alignment with their overall brand and they have done a tremendous amount to like pull me in and make me realize as a man, it's like, I gotta rethink this. And I have very strong female as a woman, wife. And she constantly reminds me of how hard it is, you know, being a female in the business world, life, all the other sorts of stuff. I get that. The point is, is like, I thought Dove like was very much on brand, but the ad itself was really smart.
- [13:46]
Lauren E. Petrulo
So the thing that was like, what are they selling? They're selling the concept, it's the feel goods. But it's. Are you going to make a Dove purchase the next time you. Are you going to choose Dove body wash? Like, if they had done a tie of like body wash so, so that you can body watch. I don't know if there was something that could again tie into it, but it's a. We'll see how the tail end goes. Because if it's like, hey, we want to make sure that Dove as a brand, as a household item, like the Johnson and Johnson stuff, I think they did well of tying into the athleticism. It worked well to their favor. The female, the flag football component, because that was super cool. Like, honestly, as I said earlier, the challenge of like with the games, you stop and start. Stop and start. Yeah. Watching flag football and see the dynamic elements to her like dodging if there is less stopping and starting, I would actually be super interested in watching flag football. And like I say this like, oh my God. Please forgive me to everyone who plays sports. But like, I played soccer, I know watching a women's soccer game and watching a men's soccer game is different. It's, oh, God, people are gonna get so mad at me. I'm just admitting my own personal experience. I would watch men's college sports, soccer games and women's college soccer games, and it often felt like watching the women's soccer games were like watching men's soccer underwater. It's just slower. It's a different dynamic pace. I'm not saying I don't like it. I love the Orlando Pride games and I love watching women's soccer. But there is. There's a different dynamic feeling. And when I watched that flag football commercial, I thought, whoa, this is showing more athleticism than being super bulked up, having lots of padding, starting, stopping, starting, stopping. I don't know enough about female flag football or flag football in general to know if it takes away the part of football I don't enjoy. But if it takes that away, then I miss the commercials, which is what we're talking about today.
- [15:29]
Ralph Burns
Absolutely. I've totally bought into the whole female empowerment TV ad thing. I think it's an amazing thing. And I also, first off, like, Gatorade is now doing it, flag football is now doing it. Sponsored by the NFL, by the way. But I also think that's amazing. However, there's a commercial intent. The NFL is trying to expand its audience, so let's not kid ourselves here. So just like with the booby ad, I guess we're going to be talking, we're going to be saying that even though we're actually, I guess we're gonna get an explicit rating on this show. Whatever. The point is there was a commercial intent, which is okay, it's like I said, I'm a capitalist. I also run a digital advertising agency. So it's like, whatever, man. The point is, don't forget it, though. All these feel good feelings. It's like when the NFL honors the military. That's all well and good, but they're paying for that. And the military is also trying to recruit people through using the NFL. So there's always a commercial intent. The NFL is not doing this out of the goodness of their heart. They're doing it because it makes financial sense. And let's never forget that.
- [16:36]
Lauren E. Petrulo
Okay, so then I ask you this financial incentive. I assume the Ontario ad was introduced to replace the State Farm ad that was pulled related to LA fires.
- [16:47]
Ralph Burns
Oh, this is a good one. Yeah.
- [16:49]
Lauren E. Petrulo
So if you don't know State Farm had an ad. Yeah. With Danny DeVito, Arnold Schwarzenegger, obviously, about insurance. But it was based off of a fire, which the LA fires way too sensitive right now for a lot of people.
- [17:02]
Ralph Burns
Yeah.
- [17:03]
Lauren E. Petrulo
And that was pulled. There was an Ontario ad, a Canadian sponsored ad for Ontario. And I was watching this being like, what? And it was like, we're your trade partners. We provide all this steel, we help create all these jobs. It felt so politically driven based off of the tariffs that Trump is introducing, that it felt like with that commercial intent. I would love to know what your thoughts are, because I was like, is this really happening right now?
- [17:35]
Ralph Burns
I haven't seen it having, like an.
- [17:38]
Lauren E. Petrulo
Ontario ad that shows hours after President Trump had been in attendance of the super bowl, which, again, I don't know if there's ever been a sitting president attending a live sports event like this. Like, I don't know that well enough. So it caught me off guard. But it was an interesting. Like, I can see why Trump's office would do it because it's appealing to 115 million individuals watching it. So I thought it was a good PR move from his side. Sucks for the added security that they probably had to do. But hours after he was in attendance, there was an ad from the province of Ontario that was essentially appealing to Americans like, we are your best ally, we are your biggest trade partner. If you have tariffs imposed by your president where if they knew he was going to be in attendance, gives more understanding. But I wasn't prepared for the politically charged aspect to the Super Bowl. And then like, we keep church and state separate. I didn't know that was true with sports until it wasn't true.
- [18:37]
Ralph Burns
Me too. So factoid is that he is the first sitting president to ever attend a Super Bowl. I felt there was. I know I think I was out of the room when this happened, but he was applauded, which, what is it, 77 million people voted for him. So he did win the popular vote. He won all the swing states. I got it. Fine. There you go. We've accepted that fact. The point is, is I felt that was overly political, him being there, but that's him. Like, he is a. He is a attention whore. And you can't deny that is not the case. I don't care if you like him or you hate him. He wants to be in the spotlight constantly and that is what he does. Presidents usually don't act that way. That was considered unpresidential. He is anything but. He's the antithesis of that He's a celebrity. Yes. We had Ronald Reagan, of course, that is now president. So this is in alignment with him. He's consistent with who he is. Yeah, I will give him that. However, I didn't like the fact that it was political. Joe Biden showed up, Kamala Harris showed up. I wouldn't like that either. Just because I think like the super bowl is like, leave the politics out of it. You know what I mean?
- [19:52]
Lauren E. Petrulo
I think like they could attend. I mean, them being there, like you see all the different celebrities. Tobey Maguire was there, sure. Again looking at the sweet shots. But his presence became part of coverage and they did photo ops and things of that nature. But regardless, at Wimbledon you always have big heads of states. I think it was a smart move from Trump's team to go after the wider appeal because it's Taylor Swift. Fans are watching and a lot of people that didn't vote for him are watching. And a lot of people that did vote for him are watching. I think it's, he's showcasing that. He's trying to be the every American's president. And I don't know if he watches football, but he's showing up where Americans are showing up. So I like, I will say that was a really smart move on their side. But it then it set the stage for when another state advertised during the American broadcast. It's in 195 countries. I love Canada, don't get me wrong. And I think that we've talked about how the tariffs can be really challenging. I just didn't expect a government style ad during a football event. But we also had a religious ad. So we had religious ads, we had pharmaceutical ads. There was a huge diversity of ads. And I think it goes back to earlier when I was like, we didn't have as many beer commercials as in the past. And the audience is growing. I think the demographic is leaning more towards middle right, which is bringing different new advertisers. I mean, this is the first time we ever had AI advertise and it showed up right in full force.
- [21:17]
Ralph Burns
Oh, 100%.
- [21:19]
Lauren E. Petrulo
And we had like Matthew McConaughey, he was in three different ads. If there was a winner of the super bowl beyond Tom Brady and this like two to five million dollars sponsorship he got with that watch, it's that Matthew McConaughey didn't even talk about that. Ads.
- [21:32]
Ralph Burns
Three ads. Insane. So super bowl of this past year in 2025 was the most watched Super bowl ever. 127.7 million viewers. So whether or not for example, my wife wouldn't watch it because she hates Trump, like, with a passion. So she did not watch. However, it doesn't really matter because 127.7 million people did. And I think Taylor Swift has a lot to do with that. I think Trump has something to do with that. I think the fact that it was two very rabid football markets had something to do with it. There was the three peat that was on the line with kc. There was a lot of drama. There was a lot of buildup, and I watched every minute. Except some of them were commercials, obviously. The point is, is that it didn't really hurt it. The point is, it did feel a little bit overly political to me. So last one here. What was your most disappointing commercial?
- [22:21]
Lauren E. Petrulo
Taco Bell.
- [22:22]
Ralph Burns
Taco Bell. Okay, tell me about that.
- [22:25]
Lauren E. Petrulo
Taco Bell had LeBron James and they were like, hey, we're pulling our budget for bringing in a celebrity and we're going to focus on the people that shop at Taco Bell. So then they had this, like, mirage of, like, of individuals at Taco Bell showcasing them so that maybe they can freeze frame and be like, look, I was in a Super bowl commercial. I thought the idea was great. But then they still had LeBron James in it. And it was so close to another ad that had a lot of consumer images as well. So when you have concepts that are similar, which is like why I said like the Dove commercial and the climate change commercial, again, like, more on the political. That's interesting because I didn't notice the politically charged.
- [23:02]
Ralph Burns
It's a little bit political right there. Anyways.
- [23:04]
Lauren E. Petrulo
Yeah, yeah, yeah. When the concepts are similar. We had the tongue with coffee mate. We had the eyebrows with Pringles.
- [23:10]
Ralph Burns
It just seemed like mustaches. Mustaches.
- [23:13]
Lauren E. Petrulo
Sorry. Yeah, mustaches. They made a unibrow at one point. Like, I think the mustache became a unibrow on someone. Maybe that's where it's getting.
- [23:21]
Ralph Burns
Oh, that's right. It did. It landed, I think, on a little kid. Yeah.
- [23:25]
Lauren E. Petrulo
So when the concepts are so similar, it kind of like washes it out. Unlike. Whereas, like in Hollywood, like, the illusionist and the magician had come out in the same time period. Like, you do it intentionally because it's like two Starbucks across the street from each other. Gas stations. One plus one equals three. But I didn't like the Taco Bell commercial because it had just come after, like two commercials before. It was in the same instance where they were showing users and crowd collected pictures. And then they still had the actor.
- [23:55]
Ralph Burns
Yeah.
- [23:55]
Lauren E. Petrulo
And they still have the celebrity. And it was too much like the Anna Kendrick Newcastle ad where it was like, I signed up to be in a Super bowl commercial. How dare you not put me in a Super bowl commercial? So it felt repeated and unoriginal.
- [24:07]
Ralph Burns
It was. And if you don't know super bowl ads, like, before they're aired, they're all like, these are months. Like, these are years in the making in some cases. For the sake of argument, you go down this road on mustache versus eyebrow. They're not talking to each other. Like they then presented two, three, four weeks out. Because my wife used to do all the super. Mustache versus tongue, mustache versus tongue versus eyebrows. There was the Eugene Levy commercial for. I believe it was Little Caesars. Now I'm trying to remember off the top of my head where his eyebrows flew off. So it was eyebrows. There was mustaches for Pringles and then there was the tongue. They didn't obviously all talk to each other, but they all kind of meshed together a bit there. Which is sort of a weird dynamic when you have this much money on the line, this much production, and then they're all sort of pushed together three weeks, three, four weeks before the actual event. Knowing what I know about the super bowl, having an insider that Jen used to cover it all the time for years and years. The point is, I agree with you. The Taco Bell one was totally forgettable for me. The most disappointing one, bringing back the Boston thing. The Dun Kings.
- [25:18]
Lauren E. Petrulo
Oh yeah, disappointing.
- [25:22]
Ralph Burns
And then there's a full length Dunn Kings, like the movie. And it's really. It's mediocre. And the funny thing is I'm a Bostonian. I get it. With Ben Affleck and Matt Damon. Matt Damon, actually I thought in the Stella Artois commercial was David Beckham was really funny. Yeah.
- [25:40]
Lauren E. Petrulo
Where they were like, oh, he reminds me of Ben Affleck. Like those passive aggressive moments.
- [25:44]
Ralph Burns
That's so great. That's really good. But mark my words, if you are not from Boston, Ben Affleck is exaggerating his Boston accent like to the nth degree. And it bugs the crap out of me because people really don't talk that way. I know some people that do talk that way. He's exaggerating it for effect. And everybody in Boston would really pissed off about that. They're like, oh, Ben's our boy. Well, he's not really our boy. He's like a love hate relationship. Matt Damon's definitely more popular here, but anyway, he wasn't in the commercial. Tom Brady was also a Dunn Kings. He was doing enough commercials, he wasn't in it. And then there's Bill Belichick in the background trying to be Bill Belichick. And it was just, it was so forced, it was so ill conceived. And then I forget the method actor who emerges out of the soup of beans. I thought that was disgusting. So that was my least favorite ad. Very disappointed with Dun Kings. They have a lot of work to do in my opinion.
- [26:40]
Lauren E. Petrulo
I will say that the tie in because of Ben Affleck and Matt Damon and that like known friendship provided greater lift for Stell Artois. But I will say that I, forgive me for saying this, but unless you have statistics that say Gen Z and Gen Alpha aren't watching the super bowl, then I'm wrong. But I don't think most people will know the Ben Affleck, Matt Damon relationship. I think you have to be over a certain age to even know that they are friends. But they create a lot of stuff together. So I thought there was a lot of stuff that I thought in some of those commercials, those inside jokes that went over younger audiences heads completely.
- [27:16]
Ralph Burns
So most disappointing, least effective in my opinion. I thought that it was sort of tied with Dunking's. So anyway, I do love Dunkin Donuts, but not that much. It's, you know.
- [27:30]
Lauren E. Petrulo
Well, you're gonna have coffee, mate, because it didn't bother you as much.
- [27:34]
Ralph Burns
It's coffee, beans and water. You know, I'm watching it as we're actually speaking here. It's like it's so annoying to look at Ben Affleck because he's like, yeah, he's like exaggerating the Boston accent so much, you know, like this. Oh my freaking God. Anyway, those are our five categories. Love, hate, effective, emotional. Hopefully we pulled out some marketing tidbits here for you, the marketer because I think when you watch these and if you are doing what we're doing every single day and probably if you're listening to the show, you're probably doing it as well. Like you can learn a lot from all of these. So much.
- [28:14]
Lauren E. Petrulo
I mean especially like when you look at. Yeah, if you have the chance, a next big event. I mean, because reality is American football has nothing on World's cup soccer. So if you're having fun, like let's be clear, American cup, like they have billion watchers, we have 100 million. So add a future one. I think I would invite you to watch the World cup watch Copa America watch like in the next two years. There's a lot of stuff that's happening in LA and see what those commercials are, but also go on to X. Because when I heard during the broadcast, one of the people say, like, oh, halftime, brought to you by Applebee's. I was like, wait, hold on. Did he say Applebee's instead of Apple music? Did I hear it wrong? Was that a slip of tongue? Like, I had to go on X to see that I was right. I was like, I did hear Applebee's. And so there's like fun moments where Applebee's got a huge amount of earned media unintentionally. And if you're able to pay attention to those moments and leverage it or see how the audience talks, like how you said Tom Brady's watch still a show. Yeah, everyone, it was the most gaudy piece of jewelry the evening.
- [29:25]
Ralph Burns
Still talking about it on social media. He actually wore three different watches in three different times, all from that same company.
- [29:33]
Lauren E. Petrulo
He wore three different watches.
- [29:35]
Ralph Burns
Three different watches, same watch during the broadcast, but on a couple of other pre ones. We'll leave links in the show notes on this. Super interesting, the pregame show, like with Michael Strahan, he's kind of comparing watches. There's a clip of him because he's wearing this other one, which is another one that I think it's over 1.2 million. It's so gaudy. But anyway, set that stuff aside. Super interesting dynamics of how marketing interplays with all of this. And you found out that he was being sponsored by that company to wear those watches.
- [30:07]
Lauren E. Petrulo
Two to $5 million sponsorship. At least what I was finding on the Internet.
- [30:11]
Ralph Burns
Insane. So anyway, and you're so right about the World cup, by the way. I mean, the World cup, the final in 2022, I believe it was, was 5 billion on all platforms. 1.5 billion people watching, watching, but engaging on all platforms was over 5 billion.
- [30:30]
Lauren E. Petrulo
Okay.
- [30:31]
Ralph Burns
Whoa. Yeah. So anyway, if you compare apples to apples there, the actual event itself, the World cup is 12 times larger, if I'm doing the math correctly. At least that. So my point is, is yes, this is a big event, but also be mindful of these big events, like how people market, how internationally, how marketers market. And I think you can really learn a whole lot. So hopefully you did learn a fair amount from this show, at least. Our opinions are very. We agreed on one actually out of all of them. We didn't even compare notes before we started this, which I thought was super interesting.
- [31:06]
Lauren E. Petrulo
We talked about how you. You did not like that open AI one, Remember the motion design one that was like the black and white dots and I loved it.
- [31:15]
Ralph Burns
I did. Yeah. That was one that we did talk about before we recorded. I'll leave a link that lists them all out here. But that was one that I didn't like, but I remembered and that's effective.
- [31:26]
Lauren E. Petrulo
I loved it so much. I'm super into motion design right now. We have the studio. So I was like, oh, my God, this is like, this is beautiful. I'm going to use this in our conversations when we're doing, like, content creation. Yeah, I thought it was amazing. I loved it, but yeah, you were.
- [31:40]
Ralph Burns
Like, I didn't really like it, but that's okay. So send this recording to your creative team. If you didn't do what Lauren did, which basically have all your people, like, watch all that as an assignment, which I think is great, by the way. Send this episode to your team and increase your creative output here and obviously help scale and grow your business, which is what we're here to help you do here on Perpetual Traffic. So all the links we mentioned, a lot of them over in the show notes almost two minute intervention over perpetualtraffic.com and make sure you're wherever you listen to podcasts. Leave us a review. Leave us a rating. Let us know what you think, especially on Spotify, about this week's show and on behalf of my awesome, amazing co host, Lauren E. Petrulo. So till next show, see you.
- [32:30]
Lauren E. Petrulo
You've been listening to Perpetual Traffic.
- [32:33]
Ralph Burns
It.