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MMM: DraftKings and FanDuel Increased Their US Ad Spend

DraftKings and FanDuel increased their US ad spend by 186% and 101% respectively in the week leading up to Super Bowl LVII, driving new app installs and potentially sign-ups. Meanwhile, ecommerce retail app Temu grew installs by 53% on Super Bowl Sunday, driven by its gameday ad "Shop Like a Billionaire."

Monday Mobile Memo

Key Takeaways:

  • Pathmatics by Sensor Tower data indicates that DraftKings and FanDuel ramped up US ad spend by 186% and 101% WoW (week ended Feb 12), driving new app installs (and potentially sign-ups) the week of Super Bowl LVII: New installs on DraftKings and FanDuel sportsbooks increased 283% and 176% WoW (for the week ended Feb 12), per ST data

  • New ecommerce retail app Temu grew installs by 53% DoD on Super Bowl Sunday, driven by its gameday ad “Shop Like a Billionaire”; Per Pathmatics by ST, Temu’s US ad spend as of 2023 YTD is up ~20% vs the Sep-Dec period in 2022

  • Notably missing from this year’s assortment of Super Bowl advertisers were cryptocurrency exchanges. US ad spend by cryptocurrency exchanges as of 2023 YTD is down 96% vs Feb’22 in the wake of crypto winter, regulatory headwinds, and widespread fraud accusations (per PM)

  • Paramount’s total global subscriber count for Paramount+ increased 22% QoQ (to 56mn) vs ST MAUs on the Paramount+ mobile app, up 19% QoQ, propelled by strong content offerings including NFL on CBS games, Top Gun: Maverick, Tulsa King, and Yellowstone

    • Despite a strong content slate propelling subscriber growth on Paramount+, streaming losses have continued to mount for the company, reporting a $1.82bn loss in its direct-to-consumer arm (vs the guided-to $1.80bn figure) in 2022

For more information, request the full report from reports@sensortower.com.

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Abraham Yousef

Written by: Abraham Yousef, Senior Insights Analyst

Date: February 2023