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eHarmony continues increasing digital spend (Score 67)

We dollars to this channel throughout the remainder of the year. TV spend, on the other hand, is down this year, but it still allocates a significant budget towards that channel. Sellers should contact eHarmony for additional information and to offer ad space. 

According to Pathmatics, eHarmony earned 357.4m impressions YTD through desktop video ads (91%) and Facebook ads (8%). It placed (97%) of these ads site direct onto sites such as hulu.com, facebook.com, youtube.com and instagram.com. It placed the remainder (3%) through a variety of indirect channels onto sites such as hulu.com, bullz-eye.com, apartmentherapy.com, thekitchn.com and homeepiphany.com. It spent around $8.6m on digital display ads YTD, a 91% increase from the $4.5m spent in this channel during the same time period of 2020. Full-year spend jumped from $2.2m in 2019 to $4.9m in 2020.

Per iSpot, eHarmony spent around $14.2m on national TV ads YTD,  a 23% decrease from $18.4m spent in this channel during the same time period of 2020. Full-year spend jumped 46% from $15.3m in 2019 to $22.3m in 2020. This year, it placed ads during programming such as "Two and a Half Men," "America Says," "The Golden Girls," "The King of Queens" and "Roseanne."

Sellers-- eHarmony mainly targets Gen-X and millennials through digital display and national TV ads. It has been aggressively ramping up digital spend over the last couple years. Meanwhile, TV spend increased significantly in 2020, but is down so far this year. It also invests in local broadcast TV ads, per Kantar. Sellers should reach out to offer relevant ad space. 

Agency & martech readers-- eHarmony has worked with Ocean Media on media. I recommend reaching out to see if eHarmony needs any assistance.