Which Snack Brands Took The Biggest Bite Out Of Streaming?

Like other industries, snack brands have been evolving their unique approaches to TV advertising. For some, that means an even greater emphasis on national linear. But for others, it can mean a greater shift toward targeting streaming audiences.

Year-end snack food data from iSpot shows how the category's top 10 brands by national linear ad reach also broke down on streaming platforms...

• Cheez-It towered over the industry on both national linear (12.54% of household TV ad impressions) and streaming (13.29%) as it focused on major tentpole events.
• With a variety of different options under its umbrella, 365 (from Amazon's Whole Foods) was able to advertise broadly with snacks of all shapes and sizes, and were even bigger on streaming from an SOV standpoint.
• Advertisers like Kellogg's Club Crackers, Rice Krispies Treats and Pringles were among the many snack brands that had a larger emphasis (by SOV) on national linear than streaming – perhaps indicative of their target consumer.
• Interestingly, chip brands like Lay's, Frito-Lay and Tostitos all found larger share of ad impressions on streaming than national linear TV.