Cannabis Companies Spent Nearly $500K on Ads, Mostly Through Online Displays on News Sites
An analysis of four major US cannabis companies found 399 unique ads with nearly $500,000 in spending, primarily through online display ads placed on news and weather websites.
Quick Facts
What This Study Found
Four cannabis companies produced 399 unique ads with 1,171 placements totaling $488,617. Online displays were the dominant channel (69.2% of placements, 45.8% of spending). News/weather sites were the primary ad placement source (36.3% of placements). Ad headlines most often emphasized product type (40.1%). GIFs were the most common visual strategy (63.6% of placements). Companies used notably different marketing strategies.
Key Numbers
399 unique ads, 1,171 placements, $488,617 total spending. Cresco: 52.4% of placements, 63.4% of spending. Online displays: 69.2% of placements. News/weather placement: 36.3%. Product type headlines: 40.1%. GIF visuals: 63.6%.
How They Did This
Descriptive analysis of 2020-2021 Vivvix advertising data from four US cannabis companies (Cresco, Mindy's, MedMen, Uncle Ike's). Examined ad characteristics, content, and placement patterns.
Why This Research Matters
Cannabis advertising exposure is associated with cannabis use and positive attitudes toward use. Understanding how cannabis companies market their products is essential for developing regulations that protect consumers, particularly youth, from potentially harmful advertising.
The Bigger Picture
As the cannabis industry matures, its marketing is becoming more sophisticated. This study provides a baseline for understanding cannabis advertising patterns and can inform regulatory discussions about restricting advertising channels and content.
What This Study Doesn't Tell Us
Only four companies analyzed. Data from 2020-2021 may not reflect current strategies. Vivvix may not capture all advertising channels, especially social media and influencer marketing. Does not measure consumer exposure or impact.
Questions This Raises
- ?Are cannabis ads reaching youth through these channels?
- ?How has cannabis marketing evolved since legalization expanded?
- ?Would advertising restrictions reduce cannabis use initiation?
Trust & Context
- Key Stat:
- $488,617 spent across 1,171 ad placements, with news/weather sites as the top channel
- Evidence Grade:
- Preliminary: descriptive analysis of four companies over one period, providing useful but limited snapshot of a rapidly evolving market.
- Study Age:
- 2025 study using 2020-2021 advertising data.
- Original Title:
- Cannabis Marketing Strategies in the United States: A Descriptive Analysis of Four Prominent Companies.
- Published In:
- Substance use & addiction journal, 46(3), 601-611 (2025)
- Authors:
- LoParco, Cassidy R(26), Cui, Yuxian(13), McCready, Darcey M(11), Rossheim, Matthew E, Chen-Sankey, Julia, Howlader, Afrah, Fergnani, Anna, Mumin, Deqa, Burris, Scott, Berg, Carla J
- Database ID:
- RTHC-06981
Evidence Hierarchy
Watches what happens naturally without intervening.
What do these levels mean? →Frequently Asked Questions
Where are cannabis ads most commonly placed?
Online display ads on news and weather websites were the most common placement, accounting for about 36% of all ad occurrences.
What do cannabis ads typically promote?
Ad headlines most frequently emphasized product type (40.1% of placements), using GIF-based visual strategies to attract attention.
Read More on RethinkTHC
Cite This Study
https://rethinkthc.com/research/RTHC-06981APA
LoParco, Cassidy R; Cui, Yuxian; McCready, Darcey M; Rossheim, Matthew E; Chen-Sankey, Julia; Howlader, Afrah; Fergnani, Anna; Mumin, Deqa; Burris, Scott; Berg, Carla J. (2025). Cannabis Marketing Strategies in the United States: A Descriptive Analysis of Four Prominent Companies.. Substance use & addiction journal, 46(3), 601-611. https://doi.org/10.1177/29767342251313860
MLA
LoParco, Cassidy R, et al. "Cannabis Marketing Strategies in the United States: A Descriptive Analysis of Four Prominent Companies.." Substance use & addiction journal, 2025. https://doi.org/10.1177/29767342251313860
RethinkTHC
RethinkTHC Research Database. "Cannabis Marketing Strategies in the United States: A Descri..." RTHC-06981. Retrieved from https://rethinkthc.com/research/loparco-2025-cannabis-marketing-strategies-in
Access the Original Study
Study data sourced from PubMed, a service of the U.S. National Library of Medicine, National Institutes of Health.
This study breakdown was produced by the RethinkTHC research team. We analyze and report published research findings without making health recommendations. All interpretations are based solely on the published abstract and study data.