A new MediaRadar analysis found that during this year’s GRAMMY Awards show, entertainment brands accounted for most ads (20 percent), followed by technology brands (14 percent) and automotive brands (13 percent).
That’s in comparison to the 2020 GRAMMY Awards, when technology brands led the way at 23 percent of ads, followed by pharmaceutical brands (15 percent) and entertainment brands (15 percent).
The rise in entertainment ads mirrors the boost that streaming services have seen lately with more people staying in. It’s also worth noting that ads from tech companies declined by nine percent year-over-year.
Overall, 87 advertisers ran 103 ads during the 2021 awards show, with top marketers including Remy Martin, Facebook, Geico, McDonald’s and Atlice Mobile. Together these brands comprised 15 percent of the commercial space, according to MediaRadar’s findings.
Leaders in the entertainment category include Facebook, which ran two 60-second spots, and LinkedIn and Dreamworks. HBO Max ran four commercials, partnering with Olay and Café Bustelo to promote their new show In The Heights. Other streamers that ran commercials include Paramount+, as well as Disney+ which highlighted the forthcoming release of its Cruella live-action adaptation.
Together, Google, Apple and Amazon accounted for 33 percent of all tech advertising during the GRAMMY Awards. The auto industry saw appearances from brands like Ford, Lexus, Lincoln, Mazda and Toyota. Lincoln was the most prominent of the group, running five spots ranging from 25-60 seconds each.