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Last year, TV ad spending for the industry was heavier in the August-December period than in the first part of the year.The dating industry’s two brands that dominate TV ad spending: and e Harmony.Of the online dating market’s 14 brands, the top five names account for nearly 95% of that ad spend, according to i Spot’s data.In comparison, dating sites spent 1 million on national TV ad placements last year.Luckily, for advertisers and daters, there are systems that process all of this information, and there are extremely brilliant analysts to make sense of it all and distill the possibilities into the most actionable insights.But, counterintuitively, finding and presenting people with a perfect match — whether it be a life partner or a new car — isn’t actually the best way to close a deal. We often think we know what we want and only want to see examples of such things.

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They won't hook up to the social graph but they'll pay for ad impressions on Facebook that convert to signups that create usernames and unplug from the social graph.

Maybe they should have tried to buy Grindr instead. It's a "location-based mobile app" better known as the app straight people are jealous of.

IAC's bought OKCupid last month for million in a deal that put a nail in the coffin of the aging online dating industry. So dating sites grow the only way they can by paying to acquire you, so you can pay them (a subscription! Match seems to have figured that out, as recent efforts to grow have ignored the social graph altogether in favor of dating-site acquisitions and deals with other publishers.

Match, recall, is the industry heavyweight: It's been online longer than I have -- since 1995; it's the biggest online dating site (along with Adult Friend Finder); and it makes a lot of money. Instead of connecting with people you know, you set up a username to mask your identity, hope no one you know sees you, and spend the whole time filtering. ) to spend your time avoiding people you don't know, hoping to find your match. Last year it "became the exclusive online dating service on Yahoo" and saw an 8% bump in organic subscribers in the second quarter; a nifty integration with Glamour to sign up more ladies, featuring some cursive font, hearts and yes, usernames.




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