As trade deals heat up and free agency kicks off this weekend (Hi, Lebron!), the National Basketball Association (NBA) is back in the press. Last month, while gearing up for Finals, the brand appeared as number 27 on the Pathmatics' Top 500 US advertiser list (data pulled June 4, 2018). The day before Finals started on May 31, 2018, the NBA ran a YouTube takeover promoting games lasting potentially until June 17, 2018.
Media companies have had a field day (or days) covering the chaos of the U.S. presidential election at the end of 2016, and its tumultuous aftermath. To capitalize, the media industry spent more than $92 million on digital advertising from January 1-January 30, 2017. And the spending wasn’t all by companies that cashed in on politics. After all, media is a broad category—and there’s new HBO shows to anticipate no matter what happens.
How do we know which media companies spent what? We used Pathmatics proprietary ad spend data—available when you try a demo—to identify media’s biggest spenders in January 2017. While most of the top five spenders had similar ad spending activities, CBS had its own unique strategy—which put the media company at the top of the industry for number of impressions. Yet, CBS was not the top spender. How’d the company do it?
Read on to pull back the curtain on January 2017 media brand ad spend.
You like HBO, right? Probably, considering the network aired two of the top five most popular shows from 2016, with Game of Thrones at number one and Westworld landing at number four after just a few months.
Even if you don’t watch HBO, you’ve probably heard of them. From December to mid-January alone, HBO spent more than $4.7 million on digital advertising, with most of that spend going to popular sites like YouTube and IMDB.com, according to Pathmatics data. So the network is hard to avoid, but they show clear preferences as to which shows they think will be winners.
Let’s take a look at what the network wants us to care about in 2017, based on their digital advertising in December 2016 through mid-January 2017.
NBC and ABC are among the big four broadcast networks, battling for the top spot along with CBS and FOX. Yet, NBC and ABC seem to be in a separate battle—a battle of digital advertising. The two networks are in a league of their own when it comes to digital advertising, taking the top two media industry spots for paid, according to Pathmatics data.
In 2016, ABC Entertainment Group spent nearly $48 million on digital advertising and NBC Universal Television spent a little more than $43 million. CBS, the next highest spender in the media sector, didn’t even come close at about $33 million in spend. Last and certainly least in spend out of the big four was FOX Broadcasting Company at more than $18 million.
So how and where are ABC and NBC advertising in the digital space? And who took the best CPM (a measure of the cost per number of impressions) for the year?