More Popular Than...

Tubi, Fox Corporation’s ad-supported streaming service, today announced an all-new brand campaign, Tubi is More Popular Than, which includes four short commercials and creative across digital, social and out-of-home in New York City. The campaign shows that Tubi is more popular than many common things like babies, being French, Pickleball, taking a taxi, the best city on Earth, dating apps, dogs small enough to fit into bags and more.

“Tubi is one of the fastest growing streamers in the US, surpassing many of the more established companies in entertainment, yet advertisers still see us as a challenger brand,” said Nicole Parlapiano, CMO at Tubi. “Numbers don’t mean much without context, so we made the size of our audience feel tangible by comparing our viewership to dozens of common things. From our OOH buys in NYC ahead of Upfronts to our paid social and online banners, this campaign gets the point across – in our irreverent Tubi voice.”

Earlier this year, Tubi unveiled an all new look and feel for the brand, to match the mischievous, exciting and inviting brand voice. Tubi has grown from 75M MAU to 80M MAU as of the 3rd quarter for the 2024 fiscal year and encompasses 1.7% of all television viewing according to Nielsen’s The Gauge. Recently, Tubi announced a new programming slate including THE QB BAD BOY AND ME, THE Z-SUITE and The Purple Carpet on the heels of titles released this year like BOARDERS, BIG MOOD and DEAD HOT. This April, Tubi announced Stubios and the brand will be in a Cabana on the Croisette this summer at the Cannes Lions Festival June 17 – June 21st.

“The idea for more popular than popular things came from the brief our strategists wrote,” explained Carl Peterson, creative director at Mischief who worked on the idea with partner Eleanor Rask. “They had a line in there about how if Tubi viewers were a country, it would be bigger than France. We thought that was pretty compelling so we just ran with it. Like, babies are common, but when you learn that Tubi is actually way more popular than babies – that felt sticky to us.”

The campaign lives across out of home, connected tv, radio, podcasts, social and banner ads across digital. The four spots include “Divorce,” “Babies,” “Fountains” and “Old Faithful” and are accompanied by static ads that state that Tubi is more popular than a host of many common things. The campaign was co-created by Tubi’s creative agency of record Mischief @ No Fixed Address, while VaynerMedia managed Tubi’s media buys for the campaign.