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Fitbit spent most on ads last year in wearable fitness space

Source: Kantar Media

Fitbit spent nearly $22m on advertising in 2014, making it the top spender in the growing wearable fitness device category, according to Kantar Media.

Garmin was second with total ad spend reaching $18.7m while Samsung ranked third with $11.6m.

Nike and Google were far behind the top three, each spending about $3m. Kantar noted that the top three brands make up 75 per cent of advertising spend for the entire category.

Google dedicated only 1.5 per cent of its ad budget to the Android Wear Smartwatch while Samsung spent 1.7 per cent of its budget on its Galaxy Gear smartwatches. Nike spent 3.1 per cent of its ad budget on the Nike+ FuelBand, according to Kantar’s figures.

In contrast, Fitbit spent 72 per cent of its ad budget on wearable fitness ads while Garmin spent 64 per cent.

Usage of these devices will nearly triple over the next five years, from 19 million devices in November of last year to 70 million by 2018, according to predictions from Juniper Research.

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