• by Wayne Friedman , 6 hours ago

As the drama around who will buy Warner Bros. Discovery continues, national TV messaging for all parties' key streaming services remains in high gear for the holiday season.

At the same time, stock prices for those companies involved -- Paramount, Netflix, and WBD -- have experienced swings in recent days.

WBD stock is up 22% to $29.54 over the past five days. The company’s stock is 29% higher over the past 30-day period through mid-day Wednesday trading.
This comes as streaming platforms have ramped up their holiday national TV marketing messaging.

Over the past two weeks, WBD’s HBO Max has had the highest number of national TV airings -- mostly on owned Warner Bros. Discovery TV networks, at 4,850 (with an estimated value of $5.8 million) according to EDO Ad EnGage.

HBO Max's effort is focused around a Black Friday deal -- $2.99/month for 12 months.

There also have been messages for holiday-themed content movies: "A Christmas Story," "National Lampoon’s Christmas Vacation" and "Elf."

Paramount+ is in the number two position with 1,770 airings (an estimated value of $10.2 million). 

Heavy messaging has been aired -- largely by Paramount Skydance-owned networks, with Ultimate Fighting Championship (UFC) content.

Paramount recently struck a massive seven-year, $7.7 billion deal with UFC to become the exclusive home for that content on Paramount+.

Industry leader Netflix has not aired any national TV commercials over this two-week period, per EDO. 

For its most recent offer to buy all of WBD business -- a hostile bid -- Paramount is offering shareholders $30 a share in cash. Paramount made its hostile offer on Monday, December 8. 

Paramount stock is 2% higher over the past five days and down 2% over a 30-day period ($14.96).

Over the past month-long period, Netflix stock has tumbled 16% to $94.70 -- and it was down 8% over the last five days.