Online Dating Giants Spending More and More on Advertising — What Does It Mean?

Media sources report the two biggest online dating players, Match and eHarmony are cranking up their media advertising in 2014.

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According to media tracking service, iSpot, through May 31, the online dating industry has spent more than $214 million on national TV spots in 2014, dramatically more than the $241 million for the full year in 2013. Of the 2014 total, the top five brands account for nearly 95% of total spending.

And of that greatly increased TV advertising spending, two brands, Match and eHarmony, together spent $130 million or over 60% of the industry TV spending in just the first five months of 2014.

So we have increasing total industry spending and giant increases in TV for the two leading players.

What can it mean?

1. Online dating is a large and, evidently, continually growing industry.

2. The top five online dating brands want to capture some of that growing customer audience.

3. Match and eHarmony each want to maintain a strong competitive position versus the other.

What it also means:

Online dating has some characteristics that are almost a bit like a scam. With claimed “member” totals infiltrated by scammers and inflated by counting those who have left the sites and “gone missing” and are inactive, online marketers need to continually attract new users to replace those lost from their proverbial “leaky bucket.”

That’s why many who have tried online dating to find a meaningful, long term relationship feel they are being emotionally churned about without any real progress toward their goal. Of course, from the industry perspective it’s all good, because each one of those people counts as a MEMBER!

And that folks is why the industry HAS to keep aggressively marketing its services. They need the NUMBERS, when it comes to member counts. Not successful relationships, not satisfied members, but large and increasing member totals … and those are increased by marketing and one of the most successful marketing tools is television advertising!

So there you have it. Big brands in online dating advertise a lot to keep their member totals up. And as their member databases grow, don’t you feel better about finding your special someone among them? I didn’t think so.

There’s got to be a better way ….and there is.

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