Bumble and Hinge lead dating category ad spend for 2021

In time for Valentines day, Pathmatics has published new data to shed light on ad spend in the Australian dating category over the past three years.

The announcement:

Roses are red, violets are blue, here’s the Aussie brands splashing cash to win the hearts of you!

New data from digital marketing intelligence platform Pathmatics, has lifted the lid on the digital advertising brands in its ‘dating’ category as we head into Valentine’s Day.

Analysing data from the past 3 years, it’s revealed:

  • The top brands are reflections of the dating apps and platforms that are popular in any given year with Bumble, Hinge and eHarmony taking the top spot for 2021.
  • Over the course of the past 3 years, we’ve started to see more diversity in dating-related digital ads with a move away from stereotypical heteronarmative couples (top creatives can be found here).
  • Contrary to popular belief, Valentine’s Day isn’t a prime time for dating-related brands to up their ad spend which actually dips around February 14th. Instead, these brands up their ad spend around key holiday periods, particularly in December.

Here are the top brands splashing the cash in the dating category.

Brand  Estimated spend (AUD)
Bumble $70,800
Hinge $10,300
eHarmony $10,100
Dating.com $10,000
Avanta $7,400
match.com (IAC) $5,700
Conversion Squared Corporation $4,000
Have The Relationship You Want, LLC $2,300
Amare INC $1,800
Lovevite LLC $1,600
Overall total: $124,000


Top 10 digital ad spenders in the dating category — 7 January 2021 – 7 February 2021:

Brand  Estimated spend (AUD) 
eHarmony $20,700
Tinder (IAC) $16,400
Bumble $13,500
Dating.com $13,300
Amare INC $6,700
Friend Finder Networks $5,600
Boranu Online B.V. $4,400
Badoo $4,200
Friends With Benefits $3,700
Rising Woman $3,300
Overall total: $91,800


Top 10 digital ad spenders in the dating category — 7 January 2020 – 7 February 2020:

Brand  Estimate spend (AUD) 
Together Networks Holdings Limited  (Mature Dating) $57,700
Tinder (IAC) $33,600
Porticato Media Ltd.  (Tender Meets) $18,000
AnastasiaDate $10,000
Dating.com $9,300
Bumble (Bumble Trading Inc) $8,000
Cupid Media Pty Ltd. $7,900
Chellaul Corporation $6,200
eHarmony $5,900
Interactive Holdings Ltd. $3,700
Overall total: $160,300


Dating category overall digital ad spend – January 2021 – January 2022:


Commentating on the trends, Eugene Du Plessis, Pathmatics Regional Director Australia and New Zealand says:

“It’s great to see a more releasitic represenation of the dating world being portrayed in digital ads as we track over time with brands starting to break away from the archaic white, heteronormative stereotypes.

“There’s still much more that can be done in this space though. Showing diversity in digital ads is essential for any brand in this day – when consumers are represented they respond positively, increasing brand loyalty to those who accurately and authentically portray them in their content.

“It’s interesting to see spikes from dating-related brands in April and December – right before Easter and Christmas – with brands aiming their cupids bow (and ad dollars) at periods in the year when Aussies are more relaxed and have the time to search for that significant other.

“Perhaps it’s less surprising to see that Eharmony has been kicked off the top digital ad spend spot in 2021 as Australia’s dating ecosystem shifts from online platforms to apps.

“This is just one of the ways that Pathmatics can compare competitors’ marketing tactics to lift the bonnet on specific industries.”

Source: Sling and Stone media release


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