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MediaRadar Study: Media and Entertainment Companies Increase YouTube Ad Spend While Retailers Cut Back 20%

Highest ad spenders in 2019 include Samsung, Toyota, Geico, Disney and Walmart

NEW YORK(26 Jun 2019)

MediaRadar, the leading advertising intelligence and sales enablement platform, released today an analysis of YouTube’s revenue and advertising spend, comparing January - May of 2018 to January - May of 2019. The company’s study discovered that Media and Entertainment companies have increased YouTube ad spend, while retailers have cut it by 20 percent, in addition to revealing the top advertisers, channels and industries by ad spend.  

According to MediaRadar’s deep dive, just over half of YouTube’s revenue between January and May of 2019 came from two industries, Tech and Media & Entertainment. These categories were also the top two industries during the same time period (Jan-May) of 2018.  

Observing trends in these categories YoY, the study found that the Tech industry remained flat in terms of share of YouTube ad revenue year-over-year (26 percent in both 2018 and 2019, respectively). Comparatively, the Media & Entertainment sector increased advertising on the platform, accounting for three percent more of YouTube's ad revenue in 2019 (specifically, 22 percent in 2018 compared to 25 percent in 2019). 

The study did find one industry made a sizeable shift YoY. “Retail companies reduced spend on YouTube by over 20 percent, when comparing January through May of 2019 to the year prior,” said Todd Krizelman, CEO and Co-Founder of MediaRadar. “This was felt across the entire category. In fact, of the almost 200 retail companies that advertised on YouTube between January and May of 2018, only 13 percent spent more on the platform during the same time period this year, 2019. However, even with this decrease in ad spend, Retail remains a top three industry for YouTube.”

MediaRadar’s analysis, which reveals top advertisers on YouTube in terms of ad dollars spent, between January and May of 2019, included companies such as Samsung, Toyota, Geico,Disney and Walmart. In addition, it found that the top channels on YouTube during that same time period were, alphabetically, TheEllenShow, Linus Tech Tips, PewDiePie and WatchMojoand WWE.  

MediaRadar offers a suite of tools that provide sales intelligence directly to media and ad tech sales personnel as well as new business development executives at agencies. The company tailors its products to support broadcasters, dotcoms, ad tech companies, magazines, newspapers, and mobile media companies.

The platform’s intelligence capabilities are powered by a proprietary combination of AI and machine learning. Through its technology, MediaRadar distills multi-channel campaign intelligence into actionable competitive insights, brand analysis, and prospecting reports, all in one easy-to-use platform. Users leverage these insights to identify the best prospects, build and nurture stronger relationships with clients, and close more business.

For more information on MediaRadar, visit

About MediaRadar

MediaRadar revolutionizes ad sales by helping sales executives determine the best prospects to pursue, which offerings to pitch, and how to position themselves most effectively against their competitors in order to win more business. This SaaS sales-enablement platform is built on the most comprehensive and up-to-date database of multimedia advertising information available.