Streamers' National TV Marketing Dips 20% In Q1

Streaming marketing on national TV networks -- both paid and promotional -- continues to see a slowdown of 20% to $150 million for the first three months of the year, according to EDO Ad EnGage. 

Nearly 50,000 airings produced 20.8 billion impressions. A year ago during the same time period, an estimated $185.7 million was spent -- 46,710 airings, and 21.2 billion impressions.

The slowdown comes as streamers look to ease the ramp-up of their original productions output that has occurred over the last few years. 

The top spender so far this year was Paramount+ with $22.5 million, resulting from 7,250 airings. Paramount Global's CBS aired the Super Bowl in February -- the high-profile event where many streamers now buy the most expensive TV advertising of the year.

Following Paramount+ are the Disney Bundle (with $21.1 million and 4,160 airings); Amazon Prime Video (at $20.9 million, 5,130 airings); Pluto TV (with $18.5 million, 1,980 airings); Max (at $17.7 million, 8,210 airings); and Disney+ (with $12.1 million, 1,780 airings).



Sports content continued to be the most popular programming where streamers placed their national TV marketing efforts: CBS's “Super Bowl” ($31.5 million, 4 airings); CBS' NFL Football programming ($4.2 million, 13 airings); and TNT's NBA basketball ($3.5 million, 156 airings).

In terms of promotional-focused efforts, major legacy TV companies for their streamers' apps heavily used their respective cable TV networks: 

-- Disney streaming efforts (Disney+, Disney Bundle) placed 442 promotional airings on ESPN's “SportsCenter.”

-- Paramount Global (for Paramount+) had 764 airings on its Teen Nick show "Henry Danger" and 502 for Nick Toons' “SpongeBob Square Pants).

-- Warner Bros. Discovery (Max), 485 airings on Headline News’ “Forensic Files” and 484 on Oprah Winfrey Network's “Dr. Phil.”

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