2019 U.S. TV AD REPORT: SURFACE SPENDS MORE THAN FOUR TIMES AS MUCH AS IPAD

In a report released today by ventureBeat, amedia company, ISpot.tv, a television advertising data analytics firm, provides insight into how Amazon, Apple, Google, Facebook and Microsoft are promoting their products and services to U.S. users over the Christmas holidays, based on statistics from iSpot.tv, a television advertising analytics firm.

First of all, the five tech giants are very keen to run advertising in sporting events, especially NFL football, with advertising costs and impressions dominating. In addition to the Facebook Watch, which has chosen to bet heavily on NBA basketball and skip NFL football altogether, the tech giants spent 69.81 percent more on advertising in NFL football, up 49.89 percent from last year.

With plenty of OTT/streaming options available to consumers, sport remains one of the best ways to ensure a live audience. This, of course, is not all of the ads run by the big five tech giants. The giants also enjoy advertising on news and late-night talk shows, which, according to iSpot.tv, has become a focus for tech giants.

2019 U.S. TV AD REPORT: SURFACE SPENDS MORE THAN FOUR TIMES AS MUCH AS IPAD

According to statistics, ventureBeat also found interesting differences in how often and duration ads are served, and it’s worth noting that Microsoft’s Surface is the most advertised, followed by Amazon Prime. Last year, Microsoft spent heavily on a lot of TV ads, with Surface being marketed. The company spent about $219.1 million on advertising on the product, up 18.76 percent from a year earlier. But that increase pales in comparison to Amazon Prime, where Amazon’s advertising spending rose 487.07 percent year-on-year, although total spending remained lower than Surface’s at $210.1 million.

2019 U.S. TV AD REPORT: SURFACE SPENDS MORE THAN FOUR TIMES AS MUCH AS IPAD

But the difference is that more spending doesn’t always mean more presentation. Although Microsoft has spent more on Surface ads than on Amazon Prime, the latter’s commercials generate more impressions, with 9.06 billion surface impressions compared to 11.4 billion on Amazon Prime. Another major difference is the difference in average video impressions, with Microsoft taking 23 Surface videos on the shelves, with an average of more than 15,000 video clicks, while Prime has 14 videos on the shelves, averaging more than 40,000 hits per video.

On Google and Apple, while their ads promote a variety of new products, there is a clear sense that the scope is shrinking, with a focus on Chromebooks and iPads. Although the iPad was Apple’s biggest hit on television last year, the campaign had only two main windows: 824.8 million impressions of individual ads in January, with an estimated $26.4 million, and the end of November.

Until now, there have been two versions of the same heart-thyding holiday ad, one in Spanish. The cost of advertising in English was about $22.4 million, resulting in 355.6 million television ad appearances, largely driven by NFL football (162.6 million impressions). The Spanish-language version has a much smaller budget spend ($210,700) and has 20.8 million shows, all from Telemundo and Univision.

In terms of the benefits of TV advertising, Xbox was also the biggest winner, with a $100 million budget for a $4.8 billion TV advertising impression index, up 186 percent year-on-year. This is thanks to the blood-soaked XGP family bucket and the ad vertigo for War Machine 5. September’s War Machine 5 campaign was the only game-industry ad to gain more than 1 billion TV ads a year, and in response to users’ high-frequency attention to Xbox.

The gaming industry spent about $319.6 million on television advertising, down 14.68 percent from the same period in 2018, followed by a 27.84 percent decline in ad traffic and a year-on-year decline in TV ad impressions, which fell 16.10 percent.

Among them, while PlayStation has significantly reduced its budget this year (-45.51%), it is still higher than all other game makers, at about $108.5 million. Xbox’s TV ad ad was a blast in 2019, rising 232.22 percent year-on-year to about $100 million, and was the big winner in TV ad impressions, with more than 4.8 billion impressions, up 186.73 percent year-on-year.

2019 U.S. TV AD REPORT: SURFACE SPENDS MORE THAN FOUR TIMES AS MUCH AS IPAD

In terms of the benefits of TV advertising, Xbox was also the biggest winner, with a $100 million budget for a $4.8 billion TV advertising impression index, up 186 percent year-on-year. This is thanks to the blood-soaked XGP family bucket and the ad vertigo for War Machine 5. September’s War Machine 5 campaign was the only game-industry ad to gain more than 1 billion TV ads a year, and in response to users’ high-frequency attention to Xbox.

Although Nintendo’s 2019 ad spending ($46 million) is less than half that of PS and Xbox, its ads generate 3.07 billion IMPRESSIONs of TV ads. This also shows that advertising budgets and revenues are not always directly linked, and the key lies in the relative costs of the company’s priorities.

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