Disney At The Top Of Advertising Impressions
Each day, Disney stock holders worldwide collectively applaud the company’s adoption of a streaming first strategy in 2020.
It may not have started that way, but seeing the results during a pandemic point to greener days ahead.
Moreover, with DIS trading over $170 during a decided down year for The Walt Disney Company; moreover, with theme park revenue down across the board, it seems a miracle that The Mouse hasn’t lost more than his shirt during these down days of COVID-19.
TV Ad Impressions Show Disney On Top
But there it is, in black-and-white. Deadline’s Dade Hayes posted the top channels/brands in terms of TV Ad impressions.
And what brands do we see at the top of the list?
Disney’s flagship streaming service, Disney+, and its established sibling Hulu lead the list of streamers in total TV advertising impressions in 2020, according to ad tracking firm iSpot…
Disney+ racked up 18.3 billion impressions through December 20, a 425% increase over 2019 (a boost that isn’t totally surprising given how late its November 12 launch came in 2019). Hulu, which Disney took full control of in 2019, was a close second, with just shy of 15 billion impressions, up 144% from 2019.
A Good Impression Is Important
Now, what exactly is an “impression”? Good question; asked and answered by Deadline:
The rankings (see them in full below) define an impression as a verified playing of an ad on a TV screen for at least three seconds. While it isn’t the most complete gauge of the marketing efforts behind all services, given the array of digital means of acquiring customers and viewers, TV remains the most important reach vehicle in the ad game.
Here’s the full list as posted on iSpot (via Deadline):
- Disney+ – 18.3 billion (+425%)
- Hulu – 15B (+144%)
- Amazon Prime Video – 11.2 billion (+25%)
- Peacock – +6.7 billion (N/A)
- Apple TV+ – 6.6 billion (+61%)
- Fox Nation – 5.5 billion (+96%)
- Discovery – 5.3 billion (N/A)
- HBO Max – 5.1 billion (N/A)
- Sling TV – 5 billion (-21%)
- CBS All Access – 4.4 billion (+331%)
- ESPN+ – 3.3 billion (-27.5%)
- Food Network Kitchen – 3 billion (+31%)
- Amazon Fire TV – 2.8 billion (4%)
- Quibi – 2.8 billion (N/A)
- AT&T TV – 2.7 billion (+1,568%)
- Netflix – 2.3 billion (+3%)
- BET+ – 1.9 billion (+269%)
- Spectrum TV On Demand – 1.6 billion (-47%)
- Motor Trend OnDemand – 1.4 billion (+80%)
- AMC+ – 1.2 billion (N/A)