EXCLUSIVE: While Super Bowl LIX is setting new records for national ad rates, John Stamos and streaming tech firm Zeam are taking a more targeted approach to the big game.
The star is appearing in an ad for the company (watch it above) airing in more than three dozen markets served by Fox affiliates. In both 15- and 30-second versions, the spot will appear in multiple positions before, during and after the game itself. While it will cost just a fraction of the $7.5 million average for a single 30-second spot on the national broadcast, financial details are being kept under wraps.
The company, like many small and medium-sized businesses is aiming to run a version of the kind of targeted campaign that is common in digital and streaming, only on traditional linear TV. Markets set to run the ad include New Orleans (host city of the game), Las Vegas, Memphis and Knoxville, TN; Grand Rapids, MI; and Rochester, MN. (These Fox-affiliated stations are distinct from the company’s owned-and-operated stations, which are in larger markets.)
Zeam says its live-streaming technology is used by the likes of Paramount+, Hulu, Fubo, the NFL, Amazon, Roku and Apple TV. The company, which launched last year, also operates an app under its own name, offering access to more than 300 local broadcast stations. The local nature of the company’s app (whose slogan is “always local, always free”) also suits the station-oriented ad approach.
Unlike a lot of talent making Super Bowl plugs, Stamos isn’t merely a celebrity for hire. Last year, he was named Zeam’s Chief Innovation Officer, to guide and facilitate new content partnerships for the company while also serving as its brand ambassador. In addition to a similarly targeted ad on last year’s Super Bowl, Stamos also starred with Zeam CEO Jack Perry in an 8-minute mockumentary called Going Full Jack, depicting the CEO preparing for an upcoming Zeam commercial.
“Last year, we were able to make a big splash during the Super Bowl with an ad featuring John Stamos that introduced Zeam to America,” Perry said in a statement. “We’re proud to work with John to bring that message back to Super Bowl viewers for a second time, in a way only John can.”
Zeam currently features live streams from local stations across the country, with partnerships with local broadcast groups like Gray TV and CBS.
“I always knew Zeam was important, but during the L.A. fires, it became almost life-saving,” Stamos said. “I used Zeam 24/7, and when my power, cable and other communication channels went out, Zeam was my lifeline – keeping me informed and connected when I needed it most. It’s been incredibly rewarding to work with Zeam, and as our latest Super Bowl ad shows, it’s also been a lot of fun.”