• by Wayne Friedman , 7 hours ago

Over the recent holiday period, national TV marketing for streaming platforms came in slightly higher -- 10% more over the last 90 days to $144.95 million -- compared to the same period a year ago, according to estimates from EDO Ad EnGage.

Airings and impressions are also higher -- 49,760 airings (7% more) and 22.5 billion impressions (13%).

Warner Bros. Discovery’s HBO Max and Paramount Skydance’s Paramount+ continue to use their own sister TV linear TV networks to place major messaging, with 8,210 airings and 7,040 airings -- higher compared to a year ago during the same time period.

This comes as Paramount continues its hostile bid to acquire Warner Bros. Discovery. A year ago, Max airings were at 6,910, with Paramount+ at 2,590.

The TV ad spending and media value during that time period came to $11.0 million (for HBO Max) and $26.7 million (Paramount+) -- compared to a year ago, at $8.6 million and $6.8 million, respectively.

This year, with the NFL season in full swing, NFL+ posted 2,330, airings (with a national TV ad spend/media value of $19.9 million) -- nearly at the same level compared to a year ago, with 1,980 airings and $18.3 million in ad spend/media value.

Among the major services that do not have in-house TV network partners, Amazon Prime Video spent $8.0 million in the period (3,750 airings and 1.0 billion impressions).

In terms of airings, Amazon Prime Video had the third-highest number of airings after HBO Max and Paramount+.

Among the new services, ESPN has a new full-fledged streaming sports platform that launched early in the fall. The Disney-owned TV network/brand aired 2,040 airings ($11.2 million in TV spend/media value, and 1.1 billion impressions).

Apple TV (formerly Apple TV+) was at $4.6 million (336 airings and 353.2 million impressions).