YouTube TV said that its "massive campaign" during the World Series "paid off with big increases in new subscribers and brand awareness," according to Jason Lynch of ADWEEK. YouTube Global Head of YouTube TV & Originals Marketing Angela Courtin said, "If you watched the World Series, you may not have taken action, but you definitely walked away with brand awareness for YouTube TV." Lynch noted YouTube TV was the "first brand" to have presenting sponsorship for the Series. In addition to "appearing in the logo alongside the World Series, YouTube TV also popped up in six-second, 30-second and two-minute spots during the game, as well as its controversial ad placement behind home plate." Courtin said the presenting sponsorship gave YouTube TV the chance to have "more visibility in both the visual and the verbal language around the World Series.” The company "ran two-minute spots during Game 1 and Game 6, both of which occupied an entire commercial pod and segued out of and into the live broadcast as part of the spot." Courtin: "It was an incredible leap in terms of innovation and risk." The sponsorship placement behind home plate "generated some controversy." But Courtin said despite some backlash, "we had a significant lift in positive mentions." She said that the "entire campaign, including the ad behind home plate, was a huge success for the company." Courtin: "We wanted to increase national awareness for YouTube TV. We saw double digit increases. We wanted to increase the connection with fans that YouTube TV has live sports and is the place to watch live sports. We also had double-digit lift on that" (ADWEEK.com, 11/15).
