(Online Dating Industry Journal) According to Nielsen, spending on advertising by online dating services continues to grow. Nielsen says that between January and October 2007 there was a 9% increase in spending over the same time period the previous year. Spending reached $379.6 million with the leading spending category being online. from January to October 2007, online dating services spent $134 million on Internet advertising followed by $107.2 million on cable television and $22.9 million on network television.
“Since most dating services are virtual businesses, it makes sense that they work to attract customers in the same space they operate, which is online,” said Brian Lane, senior vice president, Client Strategy & Product Management, Nielsen Monitor-Plus. “While traditionally dating services have advertised heavily on network TV and national cable TV, we increasingly see more dating services leveraging national magazines to place their advertising dollars.”
Online dating service Match.com spent the most money of any dating services - $145.5 million. A distant second was eHarmony, which spent $88.1 million. No other services spent more than $32 million in advertising, according to the report.
Match.com nearly doubled its advertising spending in 2007 while eHarmony cut its spending by 16%.
The original report by Nielsen was released in February.
Joe's Comments
There's a reason that Match.com is the number one used online dating service while eHarmony is the number one used relationship service. They are very careful in their branding and message. Need a place too spend your advertising dollars? http://www.onlinedatingadvertising.com. :-)
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