December 15, 2021
The winter holidays typically offer an avalanche of television ads featuring most major retail brands. This year, e-commerce behemoth Amazon is targeting the majority of its Christmas marketing toward the Hispanic market.
New data from Samba TV finds that Amazon served a whopping 1.5 billion TV impressions this holiday season, about 590 million more than any of the other brands surveyed. Following the major broadcast networks, the three networks Amazon aired the most ads were Univision, Telemundo and UniMás.
Samba TV tracks more than 46 million opted-in televisions globally, including 28 million in the U.S.
Amazon isn’t alone targeting Hispanic consumers. Samba found that of the Top 10 brands surveyed based on impression volume, eight ran ads on Spanish-language networks. In fact, Telemundo was the network that aired the most ads for Old Navy, while Univision took the top spot for DoorDash, and UniMás for Coca-Cola.
Amazon and McDonalds are doing the best job targeting consumers that don’t predominantly watch broadcast television. Samba said Amazon served 21% of its holiday market reach to light TV viewers, while McDonalds served 16% to that group. Comparatively, other brands’ reach among light TV viewers from 3% to 15%.
Regardless, most holiday TV ads are reaching households that watch a lot of linear, with cord-cutters and light TV viewers much less likely to be exposed. Each advertiser included within the Samba analysis reached mostly heavy and medium linear TV viewers with their ads.
None of the brands served more than 21% of their reach to light TV viewers, defined as the bottom 45% of linear-TV viewers within Samba’s panel based on time spent watching.