Candy Brands Lean on Streaming Ads Ahead of Halloween

Cross-platform TV measurement company iSpot recently shared some stats with the Path to Purchase Institute on TV ad reach for the candy and gum category ahead of Halloween on Oct 31. 

Specifically, iSpot looked at the top brands by share of TV ad impressions on both streaming and national linear this year. Its findings revealed:

• The Hershey Co.’s Reese’s has shrunk both its streaming and linear TV ad impressions share of voice (SOV), aka how well a brand is known compared to its competitors, year-over-year, but it remains a clear leader on streaming (and ranked No. 3 on linear).
• Ferrero Group’s Kinder is one of several candy brands focusing on linear TV. The brand is No. 1 by linear TV ad impressions at 12.23% (and No. 4 for streaming), while the Hershey Co.’s ads also lean heavier on linear as well.
• Mars’ M&M’s streaming SOV nearly doubled year-over-year, from 5.69% to 10.34%, indicating an increasing focus there in the lead-up to Halloween.
• Haribo’s strategy signals a major shift compared to the same period in 2023, as the brand barely advertised at all last year but sits top-10 in both streaming and linear ad impression SOV this year.