Streaming-video services ran an estimated $1 billion worth of national TV ads during the first six months of 2020, 205% more than in the same period a year earlier.TV ad impressions in the category also more than doubled year over year to 56.3 billion during the period.Some of that was driven by streaming launches from Quibi, HBO Max, and Peacock, which made up nearly 10% of ad impressions for the category.
Hulu's national TV ads were worth $144.6 million during the period, up from just $35.7 million a year ago. The company made a big push in March when FX programming was integrated into its service, and promoted originals like "Little Fires Everywhere" during the first half of the year. ISpot.tv tracks national ads that air on TV and estimates their value based on the average going rate for the inventory. It wouldn't include discounts companies like Hulu might have received by airing ads on sister networks. The data represent how much the advertising was worth, rather than what it cost.
The streamer has been prioritizing other platforms, like social networks, to drive buzz around its original programming.
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