Who Are the 5 Top Media Ad Spenders? [Exclusive Data]

Jordan Kramer

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.

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Topics: How to Build More Effective Ad Campaigns, Media Category

Brand of the Week: CBS

Jordan Kramer
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Nowadays, the battle for your attention amongst media and television networks is hotter than ever. Not only are the traditional media companies upping their game with original series and shows, they have to in order to compete with the more non-traditional, streaming services that  are competing fiercely for you to cut cable ties. This month, CBS premiered their new drama Training Day starring Bill Paxton and Justin Cornwell, and invested heavily in display advertising to promote the new show. CBS invested in a homepage takeover on IMDB February 2nd, the day Training Day premiered. Between the page skin and 300x250 medium rectangle ad types in the screenshot below, nearly $1.2M was dished out on that day alone.
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Topics: Media Category, Brand of the Week

The Shows HBO Wants You to Watch in 2017, Based on Advertising

Jordan Kramer

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, 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.

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Topics: How to Build More Effective Ad Campaigns, Media Category

ABC vs. NBC: How Did Their Advertising Strategies Compare in 2016?

Jordan Kramer

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?

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Topics: How Ad Intelligence Can Boost Performance, Media Category

About Pathmatics

Pathmatics provides unique, actionable insights that deliver a proven competitive edge to Brands, Agencies, Adtech, and Publishers.

Ad buyers use Pathmatics’ competitive ad intelligence to optimize their branding and advertising while outsmarting their competitors. Ad sellers use Pathmatics to increase revenue with data-informed prospecting and insight-driven proposals.

Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI, and other leading venture funds.

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