Poppi Floats To Top Of Soft Drink Streaming TV Ad SOV

As streaming continues to grow, some brands are prioritizing those platforms more than others. And industry breakouts can show key differences in TV advertising approach as some brands have much higher share of TV ad impressions on streaming vs. national linear (and vice versa).

Below, soft drink industry data from iSpot around the first half of the year shows how nascent brand Poppi is leading the charge for soda on streaming – even while sitting below industry giants by liner TV ad impressions SOV.

• Poppi was No. 5 by share of linear TV ad impressions, but was No. 1 by far on streaming with 22.6% of ad impressions SOV (Mountain Dew was No. 2 with 13.1%).
• Other brands like Dr Pepper and Sprite had slightly higher shares of voice on streaming vs. linear as well, while Pepsi and Coca-Cola Zero Sugar had significantly lower shares on streaming than linear.
• Poppi's (and Mountain Dew's) strategy speaks to a strategy geared toward younger audiences, as well as a more targeted environment more likely to reach core consumers.