Weekly Advertiser Gainers & Decliners 5.26
/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 21 weeks.
The most noticeable trend this week is overall category movement instead of specific advertisers. Is this a result of “follow the leader”, or a semblance of normalcy returning to the market?
At A Glance:
The Mobile & Wireless category having another big week. Up 48% led by AT&T, Verizon, and T-Mobile.
Software continues to show significant gains, dominated by another huge week for Adobe and their Creative Cloud, as well as Microsoft.
Pharma growing with Eli Lilly and Sanofi having their largest gains of the year. GSK who’s noticeably absent fell out of the Top 50 this week.
Insurance up. Driven by Liberty Mutual and State Farm. State Farm remains one of most consistent spenders.
Google has it’s strongest spending week of the year. Are they looking to make up gains from small businesses?
Other notable gainers: Clorox is back, indicating a return to store shelves. Home Depot and Lowe’s had big weeks, likely driven by the holiday weekend.
Keeping an eye on: When will these bellwether advertisers we believe are indicative of market health come back? Expedia, Pepsi, McDonalds, Fiat Chrysler, and Marriott. Are you seeing movement from any of these?
In case you missed Friday’s Webinar, there was extensive analysis of weekly advertiser data. Click here to see what was covered in the presentation.
