Throughout the pandemic, MediaRadar reports that it uncovered numerous categories that flourished while lockdowns were enforced. Streaming services, pet supplies, home furnishings, direct response companies and alcoholic beverages became a sweet spot for ad sales. Now, as the market shifts once again, MediaRadar is seeing a change in ad spend.
MediaRadar conducted an analysis based on a sampling of top categories that heavily invested in advertising during the pandemic but are now reevaluating their budgets due to the recent recession fears. MediaRadar reviewed the advertising of millions of companies covering ads running from January 1st 2021 through June 30,=th 2022. The advertising data used was from US national TV, magazines and newspapers from top DMAs in the US, as well as online channels that included websites, podcasts, Facebook, Instagram, Commerce Media and YouTube.
“Similar to the beginning of the pandemic, we are seeing a shift in advertising investment,” said Todd Krizelman, CEO & Co-Founder, MediaRadar. “Categories that thrived during the pandemic, like home fitness and streaming media are pulling back investment now as we see the return of travel advertising and promotion for box office blockbusters taking off.”
Key findings include:
- Media & Entertainment
- Media & Entertainment companies continue to spend advertising dollars in 2022. While investment in this category was driven by streaming companies in 2020-2021, we now see movie promotion emerging within this category.
- Over $1.2 billion was invested in ad sales to promote movies so far in 2022. This is up over 325 per cent YoY.
- Travel
- Although gas prices continue to be in influx, it hasn’t impacted the travel industry’s advertising desire.
- This category is up 83 per cent YoY to nearly $2.1 billion invested in ads during the first half of 2022.
- Cruise lines invested over $363 million this year so far (up 250 per cent YoY).
- Airlines…
- Although gas prices continue to be in influx, it hasn’t impacted the travel industry’s advertising desire.