Top 10 Advertisers on OTT for July 2022 in the U.S.

Pathmatics by Sensor Tower data reveals that the top 10 advertisers on over-the-top (OTT) platforms spent nearly $169.8 million on creatives in the United States between July 1 and July 31, up nearly 14 percent month-over-month (M/M) from June. Procter & Gamble (P&G) was the No. 1 advertiser on OTT for July in the U.S. spending roughly $29.6 million on OTT creatives and garnering over 1.2 billion impressions. Let’s see how the top 10 advertisers and categories ranked on Hulu, Tubi, Peacock, Pluto TV, and Paramount+ between July 1 and July 31. 

Insurance company Geico was the second-largest advertiser on OTT during the same period with a total ad spend of $26.8 million and approximately 860 million impressions. Two out of the top 10 key players in OTT are in the Financial Services category, which ranked No. 2 in July 2022. Geico focused 80 percent of its streaming service spend on Hulu.

Almond Board of California was a new addition to the top 10 chart in July, with total OTT ad spend reaching $22.9 million. Ninety-seven percent of its total ad spend went towards OTT, 2 percent went towards Facebook, and 1 percent went towards Instagram. The brand’s OTT ad spend peaked at around $1.7 million on July 13 and decreased starting on July 26 through the end of the month.

Yum! Brands, consisting of KFC, Taco Bell, and Pizza Hut had 74 creatives on OTT in July. 70 percent of the creatives were from the KFC brand, 19 percent from Taco Bell, and 11 percent from Pizza Hut. As the NFL regular season approaches in a few weeks, ad spend for Yum! Brands may increase. Since it will no longer be the official pizza sponsor of the NFL, we’ll see how and where Pizza Hut will continue to allocate its ad spend on OTT platforms moving forward.

In total, advertisers have spent nearly $438 million on Hulu, prioritizing the platform as a publisher in July. Pluto TV, Tubi, Paramount+, and Peacock ranked No. 2, 3, 4, and 5, respectively. OTT platforms are finding new ways to partner with brands and as Walmart recently announced its new membership offering Paramount+ to customers, advertisers may begin to diversify their advertising strategy accordingly.