Marketing Expenses

9 Months Ended

Sep. 30, 2020

Marketing And Advertising Expense [Abstract]

Marketing Expenses

6. Marketing Expenses

Marketing expense includes media, advertising production, marketing and promotional expenses and payroll-related expenses, including share-based payment arrangements, for personnel engaged in these activities. Media expense was $37.9 million and $160.3 million for the three and nine months ended September 30, 2020, respectively, and $40.1 million and $107.5 million for the three and nine months ended September 30, 2019 (from March 8, 2019 forward), respectively. Internet advertising expense is recorded based on either the rate of delivery of a guaranteed number of impressions over the advertising contract term or on the cost per customer acquired, depending upon the terms.  All other advertising costs are charged to expense as incurred or the first time the advertising takes place. At September 30, 2020 and December 31, 2019, $1.9 million and $5.0 million, respectively, of costs have been prepaid for future advertisements and promotions.