National Video Marketing Up by 10% as HBO Max and Paramount+ Compete

During the recent holiday season, national TV marketing for streaming platforms saw a 10% increase over the last 90 days, totaling $144.95 million. This is compared to the same period a year ago, based on estimates from EDO Ad EnGage. The number of airings and impressions also saw a rise, with 49,760 airings (7% more) and 22.5 billion impressions (13% higher).

Warner Bros. Discovery’s HBO Max and Paramount Skydance’s Paramount+ are utilizing their own TV networks for marketing purposes. HBO Max had 8,210 airings, while Paramount+ had 7,040 airings – both higher than the previous year in the same timeframe. This is happening amidst Paramount’s ongoing hostile bid to acquire Warner Bros. Discovery, with last year’s airings for HBO Max at 6,910 and Paramount+ at 2,590.

The TV ad spending and media value during this time period amounted to $11.0 million for HBO Max and $26.7 million for Paramount+. This shows an increase compared to the previous year, at $8.6 million and $6.8 million, respectively.

With the ongoing NFL season, NFL+ saw 2,330 airings with a national TV ad spend and media value of $19.9 million – similar to the previous year’s numbers of 1,980 airings and $18.3 million in ad spend and media value.

Among the major services without in-house TV partnerships, Amazon Prime Video spent $8.0 million during this period with 3,750 airings and 1.0 billion impressions. In terms of airings, Amazon Prime Video ranked third after HBO Max and Paramount+.

In the realm of new streaming services, ESPN launched a full-fledged streaming sports platform in the early fall. The Disney-owned network aired 2,040 airings with $11.2 million in TV spend and media value, along with 1.1 billion impressions. Apple TV (formerly Apple TV+) had a spend of $4.6 million with 336 airings and 353.2 million impressions.