While the coronavirus pandemic forced many media companies to slow down production and forced athletics to grind to a halt, Barstool Sports adapted and CEO Erika Nardini says the company was able to capitalize on a slew of non-sports-related content.
Now Barstool Sports' priority is to show buyers at the company's first appearance at the NewFronts marketing conference that it can still be profitable even without the return of North American pro leagues.
"We wanted to show, not only the showcasing of what we're creating -- so, all of the brands we're developing and running -- but also how we're performing for advertisers," she said.
Barstool's success during the shutdowns, Nardini explained, is not only attributable to the team's ability to "create content that's authentic" but also its commitment to creating content that fans want to engage with.
"We're building some of, if not, the very biggest brands on the internet," she said. "I think that during quarantine, most media companies stopped making content. They either had production challenges, they weren't able to gather in studios. We took the opposite approach."
Barstool's growth on social media platforms like TikTok and Instagram has also allowed the company's "brands the ability to play ball with those audiences" where they otherwise might not have had access, according to the CEO.
"Every single brand that's created at Barstool is programmed and produced for the internet, which means that we naturally attract what you would call 'young viewers,'" she said.
Even with the success of the non-sports content, Nardini said the company will not abandon its newfound format despite the imminent return of the pros, but will instead marry the new content with Barstool's core programs.
"What we've found is when you have eyes for the internet, and you're making content for the internet, that stuff can last," she noted.
It looks like the supply chain didn't steal Christmas this year after all. Retail sales jumped 8.5 percent between November 1 and December 24, compared with the same period last year, according to a report from Mastercard. That's the strongest growth in 17 years. Jharonne Martis, director of consumer research at Refinitiv, joined Cheddar to discuss how retailers were able to do so well despite inflation, supply chain issues, and the COVID-19 omicron variant but gave a subdued outlook for the retail sector at the beginning of 2022. "Consumers are not just completely isolated from the inflation issues," she said. "This is definitely going to continue into the first half of the year, as per our IFR data."
Hotel cancellations are on the rise ahead of the holidays as the omicron variant spreads around the world. Online hotel search site Trivago noted a 35 percent jump in cancellations since November. Axel Hefer, managing director and CEO at Trivago, joined Cheddar to discuss this worrying trend. Hefner said it is important for both travelers and businesses to watch how the 2021-2022 winter travel season unfolds as it will help them prepare for next year as the pandemic will likely be ongoing.
Markets opened slightly higher to kick off the final trading week of the year as investors continue to watch the Omicron variant in the U.S. Sean O'Hara, President, Pacer ETFs joined Cheddar's Opening Bell to discuss what drove early market activity.
Eric Mitchell, Sports Analyst and President & CEO of LifeFlip Media, breaks down the updated rules around testing in the NFL and outlines how vaccinated players are impacted by new return-to-play guidelines.
Carlo and Baker kick off the weirdest week of the year with all the news you missed over the holiday weekend, including calls for the CDC to shorten its isolation window as Omicron sweeps through the country.
