Fortune reported that Meta allegedly used 60 trillion tokens in 30 days. At a blended $3.60 per million tokens, Chris puts that at about $221 million.

Chris Pyne and Jayde Chiaravalle start with the news: the cost of AI tokens, the leaderboard of “Token Legends” at some companies, Coca-Cola’s media review, Amazon merging its DSP with sponsored ads, and Super Bowl 61 selling out. Then the main topic: consumer confidence is at record lows, yet people keep spending. They read the numbers, talk through shrinkflation and the push to private label, and land on three things brands can fix.

In this episode:
00:00 Intro
00:29 Mighty Mike’s dad and a $100,000 Google Ads bill
01:40 Tokens are real money
02:13 Meta’s 60 trillion tokens
03:18 The token leaderboard
05:06 Token maxing and the $1,500 cap
07:18 Coca-Cola’s media review
08:47 Amazon merges its DSP and sponsored ads
11:49 Super Bowl 61 on Valentine’s Day
16:22 Holiday ad fire sales
18:51 Main topic: can brands fix consumer confidence?
21:13 Skint but still spending
23:06 The Omnisend survey
24:01 Fix one: explain the price
26:04 Shrinkflation
28:14 Private label and the race to the bottom
31:40 Why premium brands win
34:34 The three fixes
36:16 Coke and Pepsi
37:52 What gives us confidence
39:50 Sign-off

The 37 is a show for media and marketing people where we remove the real from the rhetoric. Hosts Chris Pyne, founder and CEO of Junction 37, and Jayde Chiaravalle, Chief Client Officer, have 50+ years in the business between them. Unlike most, they’re still in the weeds doing the work every day.

Questions or topics you want us to cover? Leave a comment or email chris.pyne@junction37.com. Follow the show so you don’t miss next week.