The Top 10 Advertisers on OTT for August in the U.S.

Back-to-school and savings-themed creatives have made their way to over-the-top (OTT) platforms in the last month. Pathmatics by Sensor Tower data reveals that the top 10 advertisers on Hulu, Tubi, Peacock, Pluto TV, and Paramount+ platforms spent nearly $166 million on creatives in the United States between August 1 and August 31, waning a little more than 2 percent month-over-month (M/M) from July. While Procter & Gamble remained the No. 1 U.S. advertiser on OTT platforms last month, Yum! Brands climbed up to the No. 2 spot.

Yum! Brands, consisting of KFC, Pizza Hut, and Taco Bell, spent close to $24.4 million on OTT platforms, up 56 percent M/M. Its cohort of fast food brands allocated a majority of their ad spend toward Hulu (84 percent) and Tubi (3 percent). KFC, which made up 95 percent of the conglomerate’s total monthly ad spend, released 75 creatives and mentioned its popular mac & cheese “five bucks” bowls in 18 creatives.

Dick’s Sporting Goods, ranked No. 9, has been pushing back-to-school themed creatives on Hulu. The retailer’s ads featured sports personality Kay Adams, enticing parents to gear their kids up for school. From August 1 through August 31, the retailer expended $9.5 million on 45 creatives.

Hulu still reigns as the No. 1 OTT publisher by advertiser spend, but we have seen advertisers continue to invest in other publishers such as Paramount+. The platform’s advertiser spend increased by $100,000 in August, whereas the other four OTT platforms’ advertiser spend decreased. Last month, Walmart announced a new benefit for its shopping service subscribers—a Paramount+ subscription at no additional cost. While the new benefit recently became available this month, advertisers have seemed to flock to Paramount+ sooner rather than later.

Want to see how the rankings compare to the previous month? Check out The Top 10 Advertisers on OTT for July 2022 in the U.S.

With visibility into spend, impressions, share of voice, targeting and buying strategies across social, display, video, mobile and OTT, Pathmatics empowers marketers to make smarter advertising investments, capture market share and grow revenue.