History Trumps The Election
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Advertiser Data: Biggest Movers
Are advertisers pulling spend leading up to the election? With a big pause in spending over this past weekend, and 24 of the Top 50 advertisers down W/W, it sure looks like it from the data.
We took an unscientific survey of publishers, marketers, and agencies, and heard a resounding “NO.” Marketers are continuing their plans, but they stand ready to pull back if needed. So while it could be the election, we also had Halloween and the end/start of a month, which may have had an impact.
Interestingly in 2019, we saw a similar drop in revenue at the start of November before steadily increasing over the following week. While 2020 has been an anomaly, we do expect spending to pick up in the next week, or once election anxiety subsides.
So while the election may have had some impact so far, the real story will show in this week’s data.
At A Glance:
Autos on the move. Despite being down W/W, Ford moved up 5 spots over the last 2 weeks to #7. GM & VW move into the Top 20 both with their highest weeks of the year. They could break the Top 15 in the next few weeks.
AT&T up a significant 96% W/W, continuing to push 5G. Surprisingly, Verizon remains quiet for the 4th week in a row.
HP and Dell continue to market remote business solutions. Dell up a significant 50% W/W with its highest week of the year.
Below is a view of the top 50 advertisers, based on spend. The right column compares Y/Y trends of the 4 week average of Weeks 41-44 2020 vs 2019. The left column compares W/W trends from Week 44 vs Week 43.
The Grand Total represents the entire Advertiser dataset.
