Weekly Advertiser Gainers & Decliners 6.9
/Advertiser Data: Biggest Movers
Below is a weekly view of the top 50 advertisers, based on spend. The right column compares last week to the average of the last 23 weeks, which is the metric we use for analysis unless otherwise noted.
After 3 weeks of steady revenue increases, we have seen the market pull back over the last week. The advertiser shifts are likely due to the protests. It is clear that many advertisers may not know how to respond, don’t have appropriate messaging, or are choosing to avoid the content.
That said, we’ve seen spend return from advertisers who have been absent since March. We anticipate this may prompt a return from the other key spenders in those categories.
At A Glance:
Ford up 7% with its largest gains in the last 11 weeks. Mazda rose 22%, increasing for the second week in a row and likely breaking into the Top 50 by next week. Nice to see positive signs from Auto, and hopefully this initiates spend from FCA and the rest of the category.
Expedia up a welcome 37% and gaining for the second week in a row. It will be great if others like Marriott follow their lead. Who’s looking forward to travel (advertisers) again?
Lending Tree up 187% having its highest spend for the third week in a row. Looks like they have found a way to capitalize on the current landscape.
Some consistent spenders declining this week are: Adobe, Target, Wells Fargo, Apple, Capital One, and Unilever who had their lowest week of the year. We expect this is a result of current affairs.
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