Game of Thrones Advertising in Paid Search
With the penultimate season of Game of Thrones
beginning last night, AdGooroo decided to look at paid search advertising around the popular HBO show.
Examining U.S. Google desktop text ad activity on six Game of Thrones keywords from July 2016 through June 2017, we found 211 advertisers spent $3.4 million sponsoring the keyword group during the period, including terms such as ‘game of thrones’, ‘game of thrones t-shirt’ and ‘game of thrones merchandise’, at an average cost per click of $0.87.
Unsurprisingly, the official site of the show, GameofThrones.com
, gained the most clicks on the keyword group among all advertisers, achieving a 30.6% click share. However, it did so in only a two-month timespan over the last year; the site began sponsoring Games of Thrones
keywords this May to promote the July 16 premiere of the new season.
Streaming Video Services Vie for the Iron Throne
We found three prominent streaming video services among the most clicked advertisers on Game of Thrones
keywords, all promoting services to enable so-called cord cutters to watch HBO and the upcoming season live. AT&T’s DIRECTV NOW
generated a 15.3% click share during the period, followed by Sony’s Playstation Vue
(11.9% click share) and Amazon
(7.5% click share) promoting its Amazon Channel service, which allows Amazon Prime members to subscribe to various cable networks as well as watch TV shows and movies on demand.
There were also two other advertisers promoting streaming video services that figured among the most clicked advertisers, SeasonEpisode.watch
(3.1% click share) and EpisodesOnline.watch
(2.8% click share). However, both advertisers appeared to be promoting on-demand services to watch previous seasons rather than the new season as it airs live.
Pretenders to the Throne
Interestingly, two TV networks sponsored Game of Thrones
keywords in order to promote different shows to viewers looking for Game of Thrones
gained a 1.9% click share with ads promoting the second season of the comedy People of Earth
, while STARZ
garnered a 1.5% click share on ads promoting its fantasy show American Gods
Concert Tickets, Books, DVDs, Merchandise
Among other advertisers on the keyword group, Ticketmaster
was the fifth most clicked advertiser on the Game of Thrones
keywords, gaining a 5.7% click share on ads promoting a live Game of Thrones
Rather than offer the TV series, Apple’s iTunes
site received a 2.8% click share promoting the Game of Thrones
book series on its iBooks service, while the retail site Pristine Sales
gained 2.2% click share selling DVDs of the series.
’s online retail store (1.8% click share), Target
(1.3% click share) and FairyGlen.com
(1.1% click share) all promoted Game of Thrones
t-shirts and other merchandise in their paid search ads.
Note: The results of this study are limited to U.S. Google desktop text ad activity on 6 Game of Thrones-related keywords from July 2016 through June 2017. Advertisers may be sponsoring additional keywords that, if measured, would alter the findings of this study.