Taxes Are A Bright Spot For Publishers

/
bd488021-85f4-4c05-8d63-ac742807e5fd.jpg

Biggest Advertiser Movers

Overall, Advertiser momentum continued to pick up in the 4th week of January. Of the Top 50 Advertisers, 35 are up W/W, Revenue is up 14%, and CPM's are up 13%. As expected some new advertisers entered the Top 50, and drove gains in the Finance, and Accounting categories as Tax Season ramps up. 

We're excited to have a new view of data looking at the last 36 months. We'll share insights on January CPM trends with you next week.

Y/Y trends of the 3 week average of Weeks 2-4 2021 vs 2020. W/W trends from Week 4 vs Week 3 2021. Spans January 3 - 23.

5741bab0-940b-4fb8-8e57-872ba2f1a408.png

At A Glance: 

  • Accounting up 145% W/W driven by Intuit (up 40%), a consistent Jan/Q1 spender, and TaxAct new to the Top 50 this year. At #67, H&R Block is off to a slower start than 2020, but should be in the Top 50 next week.

  • Finance is up 20% W/W. In addition to category leaders, we’re seeing gains from Capital One up 50%, AmEx, and BofA who is not usually a big Jan advertiser.

  • Walt Disney up 7 spots and 108% W/W. They started picking up spend early last week, likely promoting the McGregor fight on ESPN.