Welcome to our new monthly tracker, the Streamers TV Promo Power Ranking, exclusive to StreamTV Insiders courtesy of iSpot. Here we look at which streamers are doling out and securing the most reach via linear TV ads each month to promote their latest-and-greatest content and services, and some of the titles they’re giving the most TV marketing love to.
Streaming may continue to gain share of TV viewing while social video is emerging as one of the latest mechanisms for content discovery, but in a crowded and competitive entertainment space major streamers are still looking to linear TV advertising to get in front of audiences and promote their programming and services.
And with brand differentiation needed - but sometimes challenging for consumers to distinguish among major SVODs – it’s interesting to see, courtesy of iSpot, which streamers (and shows) are getting the most marketing might on linear TV each month.
With that, which were June’s top streaming services by linear TV promo reach (aka the Streamers TV Promo Power Ranking)?
Paramount Skydance’s Paramount+ led the pack, accounting for a 17.32% share of streaming promo reach (based on share of household linear TV promo impressions), according to iSpot. This represents a slight dip from May but still puts the SVOD ahead of other streamers.
Read on for more about which shows and offers some of the top streamers put TV promo effort behind in June.
UFC, Dutton Ranch fight it out for Paramount+’s top promo focus
As the streaming industry deals with slowing subscriber growth some have sought to differentiate their offerings by adding tentpole and premium content like live sports. And with refocused attention on profitability among streamers, making the most out of content and live sports or events investment is key.
Live sporting events appear to have been top of marketing minds for Paramount+ promos in June, with nearly half of the streamer’s promo reach last month generated by UFC advertising spots, per iSpot.
Shortly after its purchase by Skydance Media, Paramount last August inked a seven-year media rights deal, valued at $7.7 billion, for Paramount+ to be the exclusive U.S. home of UFC.
And the David Ellison-led streamer sought to drum up interest among linear TV audiences for its live UFC event at the White House, as the UFC spot reach was led by those for the UFC Freedom 250 fight that took place June 14.
The UFC spectacle on the White House lawn averaged 8.2 million viewers across the U.S. and Latin America, delivering the best “exclusive” live event audience ever for Paramount+ and reached about 17 million people in total across both markets.
However, Paramount isn’t only putting marketing dollars behind live events, in June it also sought to keep the momentum going for its new original scripted series Dutton Ranch, a spin-off of the hit Yellowstone also created by Taylor Sheridan.
Per iSpot, Dutton Ranch accounted for nearly a quarter (22%) of Paramount+’s linear promo reach last month.
Paramount+ already achieved streaming viewership success for the series, which saw the first two episodes reach 12.9 million views within seven days of their May 15 premiere – marking the biggest series launch in the streamer's history. The finale of the nine-episode Season 1 aired July 3. While seeking viewers for the debut season, Paramount+ is likely keen to keep the iron hot and seed the ground for Season 2 of Dutton Ranch, which was officially renewed late last month.
Disney+ pushes new show, Fox Nation emphasizes America 250 price
Behind Paramount+ for the greatest share of linear TV promo reach in June is Disney+ (accounting for 14.52% share), followed by Fox’s Fox Nation SVOD (9.89% share).
Here the House of Mouse used TV marketing spend to push its new scripted Hulu show Not Suitable for Work, which accounted for nearly 25% of Disney+ linear promo reach last month.
Fox, meanwhile, aimed to get Fox Nation on the minds of more linear viewers last month.
The streamer accounted for a larger share of streaming promo impressions month-over-month (increasing from 7.19% to 9.89%), according to iSpot, propelled by an emphasis on its America 250 ad that touts a discounted subscription price of $17.76 per year.
"Even as media companies are putting significant resources into streaming services and exclusive programming housed there, it's notable that they're still using linear reach extensively to drive to those platforms," said Stu Schwartzapfel, EVP of media partnerships, iSpot. "The continued emphasis on linear TV promos shows that there's still significant room available for both businesses, and these companies are finding the right balance."
Be sure to check back next month to see who tops the Streamers TV Promo Power Ranking for July.