Leading Brands in the U.S. Energy & Utilities Sector: Q4 2023 Analysis

Introduction

In Q4 2023, the Energy & Utilities sector in the United States witnessed significant digital engagement across various platforms. This analysis highlights the top-performing brands—Duke Energy, Florida Power & Light Company, and Commonwealth Edison Company (ComEd)—and delves into their digital presence and advertising strategies. Data insights provided by Sensor Tower offer a comprehensive view of cross-platform user behavior, integrating web, app, and advertising data.

Duke Energy

Duke Energy's digital footprint is substantial, with its website duke-energy.com and the Duke Energy app leading the charge.

• Audience Trends: Throughout Q4, duke-energy.com maintained a stable monthly visitor base, with visits fluctuating around 7M. The monthly true audience saw a slight increase, finishing the quarter at approximately 1.4M.

• App Engagement: The app's monthly active users rose steadily from around 490K in October to nearly 580K in December, indicating growing mobile engagement.

• Ad Spend & Channels: Duke Energy's monthly advertising spend saw a decline, starting at over $350K in October and dropping to about $167K by December. Facebook was the dominant channel, though a significant presence was also noted on OTT platforms and YouTube.

Florida Power & Light Company

Florida Power & Light Company has been active digitally, with fpl.com and the FPL app playing crucial roles.

• Audience Trends: The website consistently attracted around 3.8M visits monthly. The monthly true audience remained stable, with December figures at approximately 530K.

• App Engagement: The app's monthly active users hovered around 300K, with a slight increase observed in December.

• Ad Spend & Channels: Monthly ad spend varied, with a spike in December reaching about $280K. Significant impressions were achieved via Facebook and Instagram, with notable activity on OTT platforms.

Commonwealth Edison Company (ComEd)

ComEd's digital strategy includes comed.com and the ComEd app, both showing robust engagement.

• Audience Trends: The website visits remained steady at over 1.3M each month. Monthly true audience figures also showed a modest increase, ending December at around 190K.

• App Engagement: The app saw an upward trend in monthly active users, reaching nearly 89K by December.

• Ad Spend & Channels: ComEd's monthly ad expenditure remained consistent, with spend peaking in November at about $180K. LinkedIn and X were notable channels for impressions, alongside a strategic use of OTT.

Conclusion

The digital strategies of Duke Energy, Florida Power & Light Company, and ComEd emphasize the importance of a balanced approach across web and app platforms, supported by strategic advertising. Sensor Tower's comprehensive data offerings—Web Insights, App Performance Insights, and Pathmatics—provide invaluable insights into these trends, helping brands optimize their digital presence in the competitive Energy & Utilities sector.

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