Streaming Services Were the TopSpenders for Media in 2022
Top Media Advertisers by Snapchat Ad Spend,2022
NBC and HBO led in the Mediacategory byfocusing adspending on their respective streaming services.Both
advertisers spent over95 percent oftheir Snapchat advertisingbudget on HBO Max and Peacock TVeach quarter in 2022.NBCspent 99 percent of their Snapchat budget on Peacock TV from
Q2to Q4.
Sirius XM Radio,Spotify,and Amazon focused Snapchatadvertising on audio-streaming services.Sirius XM Radio andSpotify allocated 92 percent and 99 percent of their totalspending for 2022 on their respective music-based streamingplatforms Pandora and Spotify.Amazon spent 99 percent ofitstotal Snapchat budget for 2022 on Audible,a service that allowsusers to stream audiobooks and podcasts.
Media Advertisers GainedImpressions During MonthsSurrounding New Streaming Content
Mon thly Snapchat Ad Impressions for the Top 3 Media Advertisers,2022
NBC led in Media advertising in November 2022 with over470M impressions from its Peacock ad campaigns,accountingfor 42 pecent of NBC’stotal impressions for November 2022.Keywords such as”Sunday”,”treaming”,and “football”werefeatured to promote Sunday Night Football and movies as partof Peacocks streaming services.
Creatives for the premiere of both Pretty Little Liars:OriginalSin and House of the Dragon,accounted for 24 percentof HBO’stotal impressions for August 2022.Despite being advertised foronly 18 days in Augut 2022,the creatives for House of theDragon generated 3 times as many impressions as Pretty LitleLiars,which aired for the entire month of August.
Meanwhile,The NY.Times used Snapchat to promotesubscriptions to its publication.Its most popular creativeaccounted for 43 pecent of their total impressions for March
2022,through apost encouraging users to “subscribe today”.
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