The E. W. Scripps Company‘s streaming news channel Scripps News captured nearly one-quarter of all mobile-based open programmatic advertising spend during the month of July, according to new data released by Pixalate this week.
The data is based on an evaluation of more than 532,000 streaming television shows measured across streaming devices like Roku, Amazon’s Fire TV, Android TV and Apple TV and platforms like connected television and mobile devices.
Streaming news channels accounted for more than half of all open programmatic ad spending against mobile devices during the month, according to Pixalate, with Scripps News alone accounting for 22 percent of that spending.
Scripps News is widely available on free streaming platforms, many of which have mobile apps, including YouTube, Local Now, Plex, Xumo Play, Tubi and Pluto TV.
On a per-program basis, The Weather Channel’s “America’s Morning Headquarters” saw the strongest share of ad spending on mobile devices in July, with more than 7 percent of inventory allocated to the program, according to Pixalate. The Weather Channel doesn’t stream on free platforms; instead, it offers programming through cable-like services like YouTube TV, Frndly TV and Fubo. The Weather Channel is owned by Allen Media Group.
On connected TV, three categories — news, reality programming and documentaries — accounted for 75 percent of open programmatic advertising spend during the month, with Warner Bros Discovery-owned HGTV and Food Network accounting for the biggest share.
CNN was the top large-screen channel by open programmatic ad spend on connected TV, led by its daytime news program “CNN News Central,” which streams on CNN International in overseas markets.
Bloomberg had the strongest reach on connected TV, with its channel widely available on free streaming TV apps, premium cable-like streaming services and YouTube. “Bloomberg Surveillance” was the top show on connected TV by consumer reach, Pixalate said.
News remains one of the strongest categories on connected TV and mobile platforms alike, based on Pixalate’s data for July. The report comes less than two weeks after the Video Advertising Bureau (VAB) released its own study that showed news programming generated strong purchase intent among consumers who watch spots during local and national TV broadcasts.
More Stories
- Pixalate: Roku, Samsung maintain regional dominance among CTV platforms
- Roku expands NWSL streaming deal with Sunday Night match package
- Roku sees sharp increase in Q2 revenue on healthy advertising, subscription sales
- Scripps News launches direct-to-reporter audience initiative
- VAB: Ads run during TV news influence purchasing decisions
