There were few common threads in the way the hotel, airlines, and online travel sectors approached U.S. TV advertising in 2019, as their spending trends diverged widely.
Among the three sectors, hotels were the only one to significantly hike U.S. national TV spend, according to estimates from television analytics firm iSpot.tv, while airlines cut their spend in half, and online travel agency and metasearch sites as a whole maintained their TV budgets at almost exactly the same level as in 2018.
Hotels increased U.S. national TV spend nearly 32 percent to $403.5 million in 2019 compared with the previous year. The bump amounted to almost $100 million, and Marriott International, after finishing the integration of the Marriott and Starwood loyalty programs, increased its spend by some $56 million.
The Hilton Hotels brand, though, edged out Marriott with an estimated $103.7 million in U.S. national TV spend, anchored by at least a half-dozen spots featuring actress Anna Kendrick, versus $90.4 million for Marriott.
The top 10 hotel brands spending on U.S. national TV included a non-U.S. entrant, InterContinental Hotels Group. Its InterContinental and Holiday Inn Express brands took the sixth and eighth top-spending slots, according to iSpot.tv.
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