Week of December 26, 2022

This week MediaRadar reviewed ad buys from the week of December 12, 2022, and compared them to ads that ran the week of December 5, 2022. 

While we highlighted four categories in this article, you can see the shifts in ad spend among all categories here. We look at Quarter-Over-Quarter (QoQ), Month-Over-Month (MoM), and Week-Over-Week (WoW).

Here is a full list of advertising change by category. (Don’t worry, it’s ungated)

Here are some key weekly takeaways from advertising shifts that took place.

Automotive advertisers increased over 15% WoW hovering around $100mm in ad spend this week. Import autos, pickup trucks, and SUVs were three top models advertised. As inventory levels are returning, so seems to be the end of year advertising.  

According to MediaRadar’s data sample, Finance & Real Estate advertising decreased 30%+ WoW yet still invested between $150mm to $200mm the week of December 12th. All financial categories were down: financial institutions decreased over 25% WoW, insurance was down over 30% WoW and real estate decreased over 75% WoW.

Pharma (Animals) ad investment of $500k to $750k saw a week-over-week increase of over 500% from December 5th. Over 99% of animals pharma ad spend was dedicated to digital media this week. Animal pharma companies are hoping to attract the attention of animal owners as the New Year brings health care for pets as well.

Home Goods ad investment of $25mm to $50mm experienced over a 25% WoW decrease; previously the weekly spend exceeded $50mm. The top driver, household maintenance products were down less than 20% WoW. Furniture/decor decreased over 20% WoW and housewares were down 50% WoW. 

For a full breakdown of which product categories are buying ads now, click here. The list is updated each week – you can subscribe to receive it in your inbox.