Nutrafol Has Category-Leading Streaming Ad SOV of 17.6%

The vitamin and supplement industry has experienced explosive growth in recent years, fueled by rising consumer interest in health and wellness. With the market expected to grow even more in the future, TV — both linear and streaming — provides a way for brands to reach health-conscious consumers and tout the benefits of their products. 

iSpot competitive data shows how some of the top vitamin and supplement brands are measuring up for impressions share of voice on linear TV vs. streaming. Notably, Nutrafol is by far the widest-reaching brand on streaming, with its “Jennifer and Irene” spot leading on both linear and streaming. 

• Nutrafol dominates with a 17.60% streaming ad SOV, over 2X the reach of the No. 2 vitamin/supplement brand, Nature Made. 
• On linear, Nutrafol is in second place for reach, just behind the No. 1 brand Qunol, with respective SOVs of 8.97% and 8.58%. On streaming, Qunol slips to fourth (5.33%). 
• One brand prioritizing linear over streaming from an ad SOV standpoint is Prevagen: It ranked No. 7 on linear (5.10%) but No. 13 on streaming (2.49%). 
• Although Emergen-C isn’t among the top ten vitamin/supplement brands on linear, it ranks No. 10 on streaming, and has a similar SOV across both (2.86% on linear, 2.85% on streaming).

Want to learn more about iSpot's streaming competitive data? Get in touch with an analyst from The Measure.