Q4 Starts Today
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Advertiser Data: Biggest Movers
Q4 2020 began slowly with advertisers seeming to continue their Q3 plans, and not displaying the usual increases attributed with Q4 spending. However, the market is still showing surprisingly positive signs. The typical CPM drop at the beginning of a new quarter wasn't as precipitous entering this Q4. Large categories like Vehicle brands have rebounded, nearly returning to Q1 revenue share levels.
This slower start may be due to delayed product releases and tentpole events that garner advertising spend. With Apple and Amazon’s major launches this week, we expect Q4 to finally start and programmatic advertising to rise this week.
At A Glance:
Prime Day today! Amazon up 15% W/W with the start of Prime Day. This event bolstered overall CPMs in the Open market by 13% in 2019, and expect to see a similar impact this year (and this week).
Following a similar trend to 2019, Verizon down 20%, and AT&T down 60% W/W. However, we expect them to pop back up with the new iPhone release tomorrow.
Political Spend took a hit last week, likely a result of Trump’s Covid diagnosis, and his reallocation of campaign funds. Biden was down 6% while Trump was down 77% W/W.
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 38-41 2020 vs 2019. The left column compares W/W trends from Week 41 vs Week 40.
The Grand Total represents the entire Advertiser dataset.
