Top 10 Advertisers on OTT for April in the U.S.
April marked a significant month for advertising spend with United States holidays such as Easter and Earth Day. Pathmatics Explorer reveals that the top 10 advertisers on OTT for April collectively spent nearly $130.3 million in the U.S. Procter & Gamble (P&G) and Geico battled it out for the number one spot, and P&G took the crown by spending $1.4 million more across OTT platforms. Let’s see how the top 10 advertisers and categories ranked on Hulu, Tubi, Peacock, Pluto TV, and Paramount+ this month compared to last month.
P&G Pushed Out Four Times As Many Creatives Than Geico
P&G was the number one advertiser on OTT for April in the U.S., with $23.4 million spent on more than 400 creatives for the month. P&G’s top brands by ad spend were Febreze and Dawn Cleaning, both listed under the Household Cleaning Supplies category. More than 28 percent of P&G’s total ad spend in April went toward Tubi, with Hulu being its second OTT platform of choice at 25 percent.
Geico ranked number two in terms of ad spend, with just over $22 million on more than 100 creatives. Geico allocated more than half of its budget toward Hulu. L’Oreal released the second most creatives among the top 10 advertisers studied with 154 creatives on OTT platforms in April.
Advertisers Put a Spring In Their Step
This month, we’ve seen multiple spikes in ad spend on OTT. Gas prices have increased significantly across the U.S., and Volvo seized the opportunity to advertise its “Do More on Electric” campaign featuring its Volvo XC60 Recharge Plug-in Hybrid model. Volvo's ad spend increased 228 percent in the two-day period from April 1 to April 3, and has remained steady since April 8.
Yum! Brands—which consists of Taco Bell, KFC, and Pizza Hut—invested 45 percent of its total digital ad budget toward Hulu, peaking at over $959,000 on April 27, just nine days after announcing the return of Taco Bell's Mexican Pizza menu item.
The consumer packaged goods (CPG) category moved up from number four to number two among the top 10 categories in ad spend last month, with an estimated total of $119 million collectively spent on ads. Top CPG companies such as The Hershey Co. focused its creatives on Easter-themed candy such as Reese’s Peanut Butter Eggs.
The Home & Garden category moved up from number 10 to number eight in April, with nearly 4,000 video ads shown on OTT platforms. Lowe’s was the top advertiser under the Home & Garden category, consisting mainly of 15-second video ads. As we move into the spring and summer season, we may see more advertisers in the Home & Garden category appear in our rankings.
Want to see how these insights compare to March? Read our previous post, “The Top 10 Advertisers on OTT for March in the U.S.” and see the month’s top advertisers and categories.
After she earned her BS in Business Administration and Marketing, Pam spent time in the non-profit industry developing skills in digital marketing and creating digital content for two years. She then made the transition to content marketing for San Francisco start ups.