5 Brands That Should/Should Not Be Advertising on Hulu

As the number of cord cutters continues to climb, streaming services are taking over. Plenty of new services will arrive in the next few months (including Disney+ and NBC’s Peacock), while some have been around for more than a decade. That latter group includes Hulu, which is marking its 12th anniversary this month.

Hulu boasts a viewership of 82 million people, and about 70% of them use ad-supported accounts. This makes Hulu potentially quite valuable for many brands … but are advertisers who buy Hulu inventory reaching the right audiences?

Using data from the Viant Advertising Cloud, Viant’s people-based platform that consists of more than 250 million registered users, we analyzed whether five of TV’s biggest advertisers are spending wisely by advertising on Hulu.

Here’s what we found:


Hulu subscribers are 31% more likely to purchase GEICO insurance than those who don’t use Hulu or use a different streaming service.


Hulu’s viewers are 18% more likely to purchase State Farm insurance than those who don’t have Hulu accounts. Hulu viewers with homeowner’s insurance are 11% more likely to buy their plan from State Farm.


Hulu users look elsewhere for their American-made trucks and SUVs. They’re 20% less likely to own GMC automobiles than non-Hulu subscribers.


Hulu users are fans of T-Mobile. They’re 36% more likely than non-subscribers to use T-Mobile as their wireless carrier. When they own Samsung devices, Hulu viewers are 65% more likely to use T-Mobile as their provider.


Hulu viewers are lovin’ it – They’re 24% more likely than non-Hulu subscribers to hit up a McDonald’s when they’re craving fast food.

Advertising on streaming services like Hulu can help brands reach the growing number of people who have canceled their pay-TV services. But that value increases if those brands are aligned with viewers’ preferences. Viant’s Advanced TV offering can help marketers deterministically identify the right audiences and reach them across linear TV, OTT and OLV.

Learn more about Viant’s Advanced TV capabilities here.

*The above information is based off of the Viant IMP Indexing Formula, which calculates matched profiles and data providers.

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