Upfront Advertising Data for Bravo and Oxygen TV Networks

Bravo/Oxygen

In the last 12 months, Bravo,Oxygen and Esquire have run more than 773k commercials. Bravo has been responsible for the largest share (290k) of those, and has the broadest brand mix (1,344 brands). Movie Studios, Auto Makers, and Insurance companies are the leading sources of revenue for these networks. Meanwhile, Real Housewives accounts for nearly 44 percent of the digital activity surrounding TV ads on Bravo this year. And Kellogg’s, of all brands, appears to generate the highest response for the dollar.

Bravo’s ad mix is led by the movie studios. Four of the top five brands spending the most on ads across Bravo’s
networks are movie studios, and the industry is responsible for nearly 10 percent of
Bravo’s overall ad dollars. Automakers are a distant second at 6 percent. But although
movie studios dominate the spending, their ads are outperformed by the
automakers, who take the crown with the best digital response to their ads,
with a 18.9 percent digital SOV to the movie studio’s 11.2 percent.

upfrontsBRAVO TOP SPENDERS:

Spending
patterns:

The network
receives the bulk of its advertising dollars from: Movie Studios (9.73 percent), Auto
Makers (6.04 percent), Insurance Companies (3.65 percent), Wireless electronics (2.85 percent) and
Candy/Gum Manufacturers (2.74 percent)

The brands
most active on the network include: Warner Brothers (1.46 percent), Walt Disney
Pictures (1.32 percent), Ashley Furniture Homestore (1.25 percent) and Twentieth Century Fox
(1.23 percent)

*TV Network
promotions account for 11.87 percent of in network and out of network spend values

UPFRONT-GRAPH1Overview:

In the last 12 months, BRAVO has
run ads for 1,344 brands with nearly 290k commercials.

This year
alone BRAVO has aired commercials for 751 brands with 61,999 commercials.

Engagement:

The industries
most likely to generate a digital response: Auto Makers (18.91 percent), Movie Studios
(11.2 percent), Wireless Electronics (10.74 percent), Insurance Companies (7.57 percent and
Candy/Gum Manufacturers(4.0 percent)

The brands
most likely to generate a digital response: Acura (14.23 percent), T-Mobile (5.29 percent),
AT&T (3.53 percent), GEICO (2.52 percent) and GLAD (2.48 percent)

·  The Real
Housewives Franchise accounts for almost 44 percent of the digital engagement for
Bravo in 2015. [The Real Housewives of Atlanta (26.86 percent) and The Real Housewives
of Beverly Hills (16.96 percent)]

·  The Movie ‘Ghostbusters’, which had only 411 Airings, indexes at
the top of the list.

OXYGEN

Overview:

In the last 12 months, Oxygen has
run ads for 1,088 brands with over 286k commercial spots.

Since the start
of 2015, Oxygen has run commercials for 607 brands, with over 60,000
commercials.

Spending
patterns:

The network
receives the bulk of its advertising dollars from: Movie Studios (4.88 percent), Skin
& Foot Care (4.43 percent), Cosmetics & Makeup (3.93 percent), Snack Foods (3.78 percent)
and Dairy/Eggs/Cheese (3.35 percent)

The brands
most active on the network include: Twentieth Century Fox (1.39 percent), Wendy’s
(1.37 percent), Ashley Furniture Homestore (1.3 percent), GEICO (1.29 percent) and Universal
Pictures (1.17 percent)

*TV Network
promotions account for 11.45 percent

of in network and out of network spend values

***more
spend data available below

Engagement:

The
industries most likely to generate a digital response: Insurance Companies
(11.38 percent), Movie Studios (8.83 percent), Skin & Foot Care (8.15 percent), Candy & Gum
Manufacturers (6.77 percent) and Department Stores (4.63 percent)

The brands
most likely to generate a digital response: GEICO (6.46%), Dove (6.32 percent),
Kellogg’s (3.53 percent), Kmart (3.53 percent) and Universal Pictures (3.36 percent)

upfronts2OXYGEN TOP SPENDERS:

UPFRONT-GRAPH2

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