That's sweet
The success of online dating is cause for advertisers to celebrate, writes Adweek.
Ad spend for the online dating industry shows a significant increase since 2003, adding up to almost $193 million 2007 - 61% percent of which was spent on cable, according to a Nielsen analysis.
The number, however, does not reflect the online ad market, because web ad spends include search/sponsored links that play a big part in most dating sites' campaign strategy.
And with data from the first three quarters of 2008 in hand, Nielsen noted that total ad spend for last year will likely exceed that figure. No wonder: After September's global financial crisis, online dating sites reported huge spikes in traffic and activity.
Topping the list of advertisers is eHarmony, which spent over $93 million through the first three quarters of 2008 — almost twice as much as Match.com ($45 million), followed by Chemistry.com, Match's sister brand, with some $28 million in ad expenditures.
But ad spend from dating sites for niche demographic groups showed fast growth in the first nine months of 2008:
- BlackSingles.com spent nearly double on ads last year vs. the same period in 2007.
- AshleyMadison Agency, which sets up extramarital affairs, spent $245,000 - four times as much as the year before.
- Christianmingle, a newcomer in online dating, spent over $200,000 through Sept. '08.
Between 2004-2007, ad spend for dating services has doubled.
