Disney Facebook ad spending up 2000% year-on-year in the first half of 2020

Disney's advertising spending on Facebook in the first half of this year was estimated at $211.8 million, making it Facebook's biggest advertiser in the first two quarters of the year. This is based on the latest Data from Pathmatics.

Disney's advertising spending on Facebook in the first half of 2020 is up more than 2,000 percent from the same period in 2019. Much of that spending has been spent on promoting its popular new streaming service, Disney Plus.

According to Pathmatics, Procter and Gamble invested $81.7 million on Facebook, less than half of Disney's and the second-largest advertiser on Facebook in the first half of the year. This was followed by the U.S. Census Bureau ($51.5 million), President Trump's company ($41.7 million) and Homer ($40 million).

In the first half of this year, Facebook's other big advertisers were Pure Innovation ($33.3 million), HBO ($32.2 million), Wix.com ($32.1 million), CBS ($32.1 million) and Domino's Pizza ($30.8 million).

Facebook has benefited from advertisers' moves to invest more in social media as a result of the outbreak, but its refusal to change its platform's policy on hateful or violent speech has been strongly opposed by advertisers because of brands' positions in support of the Equality and Racial Justice Movement.

More than 180 brands reportedly boycotted Facebook in July as part of a campaign to stophateforprofit. They include Two of Facebook's biggest advertisers, Disney and Procter and Gamble.

The boycott of Facebook's advertising revenue appears to have been diverted to YouTube, Twitter and Amazon. Disney alone has increased its advertising spending on Amazon more than 43 times since July 1.