Video Streamers Maintain Promo Ad Spend, Airings During Industry Strikes

Over the last four months or so -- before and during the start of the TV season, amid two industry strikes --  premium streaming platforms have increased or mostly maintained national TV advertising/on-air promo messaging.

EDO Ad EnGage estimates the business rose a collective 5% to $192.7 million in estimated TV ad spend/media value from on-air promos over the past 90 days.

From August 13 through November 13, airings and overall impressions also climbed, for the most part. This year there were 76,780 airings (62,870 a year ago) and 27.8 billion impressions (24.5 billion).

NFL+ spent more, with an ad spend/media value estimate of $37.8 million ($34.7 million a year ago). 

NFL+ was the highest among all premium streamers, largely due to its airing of promos and commercials during NFL regular games, where some of the priciest commercials reside. 

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Warner Bros. Discovery’s Max was next at $30.3 million ($19.2 million the year before). It airs a sizable number of commercials and promos on WBD’s own cable TV networks. Other legacy TV-owned media companies follow the same in-house TV network media-placement strategy.

Other companies that showed gains include the Disney Bundle (Disney+ Hulu, and ESPN+),  $14.1 million ($9.7 million the year before); FuboTV, $9.4 million ($6.8 million); Pluto TV, $4.3 million ($527,000); and Netflix, $3.8 million (no data); and Starz, $3.6 million ($313,000)

Three other major streamers were at around the same levels: Disney+ at $14.6 million (vs. $15.9 million a year ago); Hulu+Live TV, at $18.8 million (vs. $19.6 million); and Amazon Prime Video, at $14.2 million (vs. $20.8 million).

Two other premium streamers -- Paramount+ and Peacock -- significantly lowered their ad spend and media value from promo placement on their respective sister TV networks, with Peacock sinking to $7.6 million ($15.4 million a year ago); Paramount+, $3.95 million ($6.4 million a year ago). 

Both streamers have sister broadcast TV networks which, in normal times, sans strikes, would look to promote their new fall programming on all platforms.

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