Match.com vs eHarmony. TV ad spendings

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What Does Ad Spending of Match.com Says About Dating Online

Are more people seeking love online?

Actually dating websites are hoping they are. The amount dating websites have spent on TV ads during the five months of current year have almost matched the amount that was spent for all 2013, according to data of research firm iSpot.

Till May 31, the industry of online dating has spent over $214 million on TV ads in 2014. 14 brands of the online dating market, the top 5 names account for about 95% of that spend, according to data from iSpot. In comparison, online dating websites spent $241 million on TV spots last year. During that time, TV ad spending was heavier in period August-December than in the beginning of the year.

Two main rivals

There are actually two brands today that dominate TV ad spending on the dating industry: Match.com and eHarmony.

Match.com spent nearly $71.5 million on the TV ad placements till the end of May. The website focused its advertisement spending on the cable networks like TBS, TLC and Bravo and shows “SportsCenter”, “On the Record with Greta Van Susteren”, and “The Real Housewives of Atlanta”.

iSpot noted that Match.com has released fourteen TV ads only this year, spending $19 million on a fifteen-second spot “Why Not,” for female members.

However, the company’s most effective ad this year is “Nikki and Joey; Kindergarten”, with a shy teacher looking to return into dating world online. The spot has aired over 2,000 times since the debut in Feb. 5th; with the ad spend of nearly $6.1 million. The ad video was viewed more than 40,000 times and got 500 actions, including shares, likes and tweets.

The second-biggest spender on TV ads, eHarmony, has spent $59.4 million for current year, iSpot said. Company’s spending has been concentrated on networks TBS, CNN and TNT and shows like NBA Basketball, “Piers Morgan Live”, and “Anderson Cooper 360”.

In the beginning of the year, online dating company has released 9 TV ads. The eHarmony’s most expensive ad, $18 million, is a thirty-second ad called “First in Highest Number of Marriages”.

Company’s most effective ad this year is “Granddaughter” video. The ad featured the founder of eHarmony and his granddaughter. That video has aired over 5,700 times on TV since its debut in March 22 with an ad spends of nearly $13 million, iSpot said. The “Granddaughter” ad has generated approximately 6,000 online views with over 1,200 social actions.

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