Home-entertainment marketing of theatrical movies -- including pay-per-view digital viewing, and DVDs -- has seen a sharp 65% drop in national TV marketing, partly due to the rise of streaming platforms.
An estimated $26.2 million in national TV advertising was collectively spent over the last 12-month period (January 2021 to January 2022) among all the major studios -- garnering 4.4 billion impressions from 19,380 airings of commercials, according to iSpot.tv.
The previous 12-month period (January 2020 to January 2021) witnessed almost triple the number of commercial airings: 61,025, garnering 16.4 billion impressions. And $75.2 million in national TV spend.
The biggest efforts over the most recent yearly period have been for Sony Pictures’ “Venom: Let There Be Carnage,” with 390.6 million impressions. Universal Pictures’ “The Croods: A New Age” was next with 379.9 million impressions. Walt Disney’s “Raya and the Last Dragon” had 297.8 million, followed by Universal's “F9: The Fast Saga” at 249.2 million impressions.
Premium streaming platforms -- which provide an all-you-can-eat package of entertainment of TV series and movies at a low monthly price -- have had an effect on the home-entertainment business, according to analysts, which typically markets one theatrical movie at a time via brick-and-mortar kiosks (such as Redbox) or digital pay-per-view services.