Video Streamers Spike Q4 Ad, Promo Spend, Impressions Up 12% Vs. Q3

Video streaming services boosted advertising spend and promotional messaging, resulting in 12% more impressions gained in the final three months of 2021 -- with Paramount+, Disney+, Discovery+, Peacock, and ESPN+ the most active services, according to iSpot.tv.

An estimated 52.7 billion impressions resulted from an estimated total of $655.8 million in paid advertising and media value placed -- the latter coming from promotional messages on parent company-related TV networks where streaming services have relationships.

Paid advertising totaled an estimated $415.7 million, with $235.2 million in promotional media value. Total fourth-quarter airings numbered 262,180 -- up 8% versus 243,886 in the third quarter.

The bulk of advertising and promotional messaging was placed on NFL football, college football, Major League Baseball, and ESPN’s “SportCenter” programming.

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In the previous three-month period, from July to September, 47 billion impressions came from $415.7 million in total advertising and promo messaging -- $256 million in estimated national TV advertising; $159.6 million in media value, coming from promos on TV networks.

In the most recent quarter, in terms of only paid advertising, DirecTV Stream, a new entrant, led all services -- with an estimated $131.4 million in spend. Disney+ was at $51.1 million; Apple TV+, $44.5 million; and Paramount+, $37.1 million.

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