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
