DTC brand’s TV media spends rose by 60% from 2017 to 2018

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 11, 2019, 7:20 AM UTC

Uber, Warby Parker and Grubhub are some brands that have increased their spending on TV.

A Video Advertising Bureau (VAB) report studied 125 brands across 52 categories of Direct-To-Consumers (DTC) products. It found that DTC marketers boosted TV media spending by 60% ($3.8 billion) in 2018 as compared to 2017.

After increasing TV media spends by 48% last year, indoor cycling company Peloton observed its sales doubling to $700 million, the highest sales growth among the “expanding” DTC brands as per VAB. Brands like Uber, 23andMe and Carvana have also increased their spending on TV.

Mattress brand Purple led TV spending amongst brands whose spends were “minimal or non-existent” in 2017, with TV media spends of $140.4 million in 2018. DTC brands such as Poshmark and Apartment List have also boosted their TV media spending.

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