Holiday Streaming TV Ad Marketing Increases by 10% as HBO Max and Paramount+ Compete

During the holiday season, national TV marketing for streaming services saw a boost, with spending up 10% to $144.95 million in the last 90 days compared to a year ago. This increase also led to more airings (up 7%) and impressions (up 13%) across the board.

Warner Bros. Discovery’s HBO Max and Paramount Skydance’s Paramount+ are leaning on their own TV networks for major ad campaigns, with significantly more airings compared to last year. HBO Max had 8,210 airings, while Paramount+ had 7,040 airings during this period.

As the battle between Paramount and Warner Bros. Discovery continues, ad spending for both platforms has seen a jump: $11.0 million for HBO Max and $26.7 million for Paramount+, compared to last year’s $8.6 million and $6.8 million, respectively.

With the NFL season in full swing, NFL+ spent $19.9 million on national TV ads, with 2,330 airings. This is on par with last year’s numbers of 1,980 airings and $18.3 million in spending.

Amazon Prime Video, one of the major players without its own TV network, spent $8.0 million on 3,750 airings and 1.0 billion impressions. Following closely behind HBO Max and Paramount+, Amazon Prime Video had the third-highest number of airings.

Among the newcomers, ESPN has launched a new streaming sports platform, racking up 2,040 airings and $11.2 million in TV spend/media value with 1.1 billion impressions. Apple TV (formerly Apple TV+) spent $4.6 million on 336 airings and 353.2 million impressions in the same period.