Updates from Oklahoma

The Oklahoma, Nebraska and Texas Beef Councils proudly announce their partnership as sponsors of the National Finals Rodeo (NFR) broadcast, a celebration of the best cowboys and cowgirls in the nation. The sponsorship encompasses television spots during all performances broadcast on the Cowboy Channel. In addition, a comprehensive digital marketing effort will aim to drive consumers to explore the heritage of beef production and “Rancher Recipes” through BeefItsWhatsForDinner.com.   

 The NFR is more than just a sporting event; it's a time for the rodeo community to celebrate its cowboys and cowgirls. Beef will certainly be at the center of these celebrations, reinforcing the longstanding connection between rodeo and the ranching community. This collaboration reflects pride in raising beef, celebrating ranching communities, and emphasizing the shared values with the rodeo community. The sponsorship aims to enhance the connection between beef and the NFR audience with the theme, “the spaces between us bring us together.”   

From small towns cheering on their local heroes to NFR watch parties, or even a cozy dinner at home, BeefItsWhatsForDinner.com offers a diverse selection of beef recipes. Whether it's a simple appetizer or the centerpiece of a meal, beef provides unparalleled taste and nutrition, making it the ideal protein for any occasion.   

“This partnership truly brings us together, as beef councils and the greater beef community celebrating rodeo,” said Melody Varner, OBC board chairman. “We hope everyone enjoys beef while cheering on cowboys and cowgirls at the NFR this week.”  

The sponsorship highlights the pride America’s beef farmers and ranchers take in raising beef for consumers and the opportunity to nourish people while fostering meaningful relationships. This holiday season, the beef community is thankful for the traditions we uphold and the premium product we bring to the table—beef.   

For more information, please visit BeefItsWhatsForDinner.com and join us in celebrating the rich heritage of our beef and rodeo communities during the National Finals Rodeo.

Optimizing Content Strategies: OBC Surpasses Nine Million Video Views

As the world of advertising continues to evolve, Connected TV (CTV) has emerged as a powerful platform for reaching audiences. With its ability to deliver targeted, immersive content to viewers on their connected devices, CTV advertising has gained significant momentum. In 2022, according to Leichtman Research Group (LRG), 87 percent of U.S. TV households had at least one internet-connected TV device, including connected smart TVs, stand-alone streaming devices (like Roku, Amazon Fire TV sticks or boxes, Chromecast, or Apple TV), connected video game systems, and/or connected Blu-ray players. Why does this matter to the Beef Checkoff ? Connected TV advertising offers us an affordable and targeted way to reach consumers with beef TV commercials. 

 In 2023, OBC funded such advertising with the addition of YouTube advertising in Oklahoma and provided additional support in key populations centers across the U.S. during the summer grilling period. The primary message of the advertising focused on the new national Beef. It’s What’s for Dinner. campaign with the theme, “Together. We Bring More.” As a result of this funding effort, OBC helped achieve more than 9 million video views in Oklahoma and across the US. This means consumers saw Beef. It’s What’s for Dinner. video ads more than 9 million times as a result of OBC investments and national partnership. The cost per view was approximately $.03.