Premium Streamers Boost National Marketing For Pre-TV Season

With the 2021-2022 TV season about to commence in a few weeks, premium streamers have sharply hiked efforts on national TV advertising to match efforts from traditional TV networks.

For the 30-day period August 4 through September 2, Hulu, Discovery+, Disney+, Paramount+ ad Peacock TV have placed TV spots amounting to 15 billion impressions -- up 56% over a year ago, according to estimates from iSpot.

Video streamers totaled $92.9 million when combining paid TV advertising -- $49.5 million -- and media value from on-air promos from respective sister national TV networks -- $43.4 million.

A year ago, over the same 30-day period, premium streaming amassed 9.6 billion impressions and a total of $68.9 million in combined paid ads/on-air promo value.

Hulu has increased efforts -- 11,733 airings resulting in 2.5 billion impressions. A year ago, it placed 8,145 airings, totaling 1.04 billion impressions.

Another big change comes from Discovery+, which launched in January of this year. Discovery+ loaded up national TV advertising spots on its networks, amounting to 2.2 billion impressions, second only to Hulu.

Top spots include Hulu’s effort for miniseries “Nine Perfect Strangers” and its movie “Only Murders in the Building;” Disney+'s “Diary of a Future President” and “Paramount+ “RuPaul Drag Race: All Stars.”

Hulu was the biggest estimated paid-advertising spender at $8.5 million.

Apple TV+ came in at $7.9 million (yielding 619.8 million impressions), followed by Amazon Prime Video, $6.3 million; Amazon Fire TV, $6.3 million; and Disney+ at $5.6 million.

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