Skift Take
Both Airbnb and Expedia.com are leaning into U.S. television advertising in their greatest projects in years. Many millennials may not see standard television these days, however the medium is still an important part of brands’ advertising mix.
Dennis Schaal, Skift
Having actually promised to minimize its reliance on Google Search marketing, Airbnb has actually been the largest online travel business spender in U.S. nationwide television marketing up until now in 2021 with an estimated $29.4 million designated.
In so doing, Airbnb edged out the Expedia brand name, which invested about $6 million less at $23.1 million, according to year-to-date stats through June 3 from TV analytics firm iSpot.tv. See the chart listed below for more data.
Approximated U.S. Television Advertisement Invest January 1-June 3, 2021
| Brand | Invest | Percentage |
|---|---|---|
| Airbnb | $29.4 million | 30.40% |
| Expedia | $23.1 million | 23.90% |
| Priceline | $11.4 million | 11.40% |
| Hotels.com | $9.7 million | 10.10% |
| Vrbo | $9.5 million | 9.80% |
| Other | $13.5 million | 14% |
Source: iSpot.tv
Both Airbnb and the Expedia brand– as opposed to the Expedia Group household of brands– revealed that they were installing their largest marketing campaign in at least five years. Airbnb’s ad blitz kicked off in late February and Expedia’s a little more than a month ago.
But of the 5 largest online travel TV advertisers in the U.S. so far in 2021, Expedia Group had 3 entries, Expedia ($23.1 million), Hotels.com ($9.7 million) and Airbnb rival Vrbo ($9.5 million), for a total of $42.3 million. That’s method higher jointly than Airbnb’s $29.4 million in estimated U.S. television invest.
Booking.com, which declares to be making a significant push into the U.S., particularly for short-term leasings, wasn’t amongst the five top brand names in U.S. television spending in 2021. However, sis company Priceline ($11.4 million) was 3rd.
U.S. TV advertising spend is only a picture of these companies’ marketing techniques– it’s undoubtedly not global in scope, and doesn’t include things such as online video, and online search engine marketing.
These were the top 3 television commercials in terms of spend:
1. Expedia All By Myself Featuring Rashida Jones, $11.9 Million
2. Hotels.com Interrogation Featuring Stephanie Beatriz, $7.8 Million
3. Airbnb Area Quirk Song by David Bowie, $6.6 Million