MediaRadar’s Recession-Ready Weekly Advertising Overview: Automotive, Media & Entertainment, and Tech Increase Ad Spend
In the week of February 6, 2023, MediaRadar reported significant week-over-week increases in advertising spend across automotive (over 140% to $175 million, led by SUVs and major groups like GM and Nissan), media & entertainment (over 50% to $100 million for movies and a 625% surge to $80 million for sports betting ahead of Super Bowl LVII), and technology sectors (over 25% to $250 million, driven by consumer electronics, telecommunications, and software/security technology).
Week of February 20, 2023
This week, MediaRadar reviewed advertising from the week of February 6, 2023, and compared it to ads that ran the week of January 30, 2023. On March 1, 2023, MediaRadar will share a monthly advertising index.
This article discusses four categories, but we also share weekly, monthly, and quarterly ad shifts in investment among all segments. Here are some key weekly takeaways from advertising shifts that took place:
Automotive
- Automotive advertisers increased over 140% week-over-week (WoW) to over $175 million invested. This occurs after three consecutive weeks of ad spend declining.
- Automotive models were 91% of the total spend and spiked over 125% WoW.
- SUVs alone increased over 125% WoW to over $50 million in ad spend.
- Automotive groups such as General Motors, Nissan Automotive Group, and Volvo invested over $15 million the week of February 6th, representing over a 1000% WoW increase.
Media & Entertainment
- Media & Entertainment advertising increased over 50% WoW.
- Over $100 million was invested to advertise movies. Top ad spenders included "Ant-Man and the Wasp," "Magic Mike’s Last Dance," and "The Flash."
- Sports leagues, like DraftKings, FanDuel, and PrizePicks, increased ad investment 625% WoW to nearly $80 million in preparation for Super Bowl LVII.
- Subscription streaming services invested over $65 million this week, a 125% WoW increase.
Technology
- Technology advertisers increased investment over 25% WoW to $250 million.
- Consumer electronics advertising increased nearly 50% WoW to a little over $80 million in ad spend for the week.
- Biggest drivers within the consumer electronics category were cell phones and computers, both up over 100% WoW.
- Telecommunication companies, like AT&T, T-Mobile, and Verizon, invested nearly $75 million this week, representing a 50%+ WoW increase in advertising.
- Software increased 25% WoW and security technology, including home security systems, increased advertising investment 100% WoW.
Services
- Advertisers within key Services categories saw a 25% WoW decrease.
- Health & fitness services, like gyms and weight loss programs, were down over 30% WoW, reducing ad spend to less than $15 million this week.
- Medical & Dental Services also reduced ad spend by nearly 40% WoW to less than $11.5 million.
- Professional associations’ ad investment declined 45%+ WoW. Some top contributors to the decrease included medical & nursing associations, racing associations, and senior associations.
For a full breakdown of which product categories are buying ads now, the list is updated weekly and can be subscribed to for regular updates.
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