The Pet Food Brands Chowing Down on Streaming

These days, pets are often treated as regular members of the family, and the pet industry is capitalizing on this powerful emotional connection between people and their furry friends. The last few decades have seen a rise in specialized pet food, with everything from organic, nutrition-dense kibble to fresh, always-refrigerated meaty morsels. And of course, many of these products are supported by TV advertising campaigns. 

Like myriad other industries, pet food brands have begun leaning on streaming TV as well as linear to woo pet parents with their latest offerings. iSpot competitive data from Jan. 1 through April 5, 2025 reveals a few differences in how some of the biggest pet food brands are emphasizing streaming vs. linear from an ad impressions share of voice (SOV) standpoint. 

• Blue Buffalo is the No. 1 pet food brand by ad SOV on streaming (15.40%), with a similar SOV on linear (15.80%), although it ranks second there behind The Farmer’s Dog. 
• Meanwhile, Hill’s Pet Nutrition has seen far more reach on streaming, where it ranks No. 2 with an ad SOV of 11.93%; it comes in at No. 15 on linear (2.59%). 
• On the flip side, The Farmer’s Dog has been more linear-focused: It ranks No. 1 for linear reach (20.16% SOV), and owns two of the top three spots by share of pet food ad impressions on linear TV so far this year. But that being said, its streaming ad SOV of 8.38% was enough to secure third place in the category on streaming. 
• Nestle Global owns five of the top ten pet food brands, as ranked by streaming ad SOV so far in 2025. Most of them have somewhat evenly matched reach on linear vs. streaming, with the exception of Purina Beneful, which has over three times the ad SOV on streaming as linear (6.90% vs. 2.25%).