Advanced Television

Report: 5% ad impressions increase YoY

July 18, 2023, the real-time TV measurement company, has released its First Half TV Transparency Report, showcasing major trends from the first six months of 2023. Importantly, the report shows that US household TV ad impressions grew by 5 per cent year-over-year.

During the first half of 2023 (January 1st – June 30th), iSpot data reveals there were 4.2 trillion household TV ad impressions delivered, despite increasing audience fragmentation and the proliferation of streaming viewing.

The year-over-year ad impressions increase was fueled by a variety of factors, including:

  • Daypart Shifts: While primetime ad delivery remained relatively flat year-over-year, advertisers saw increased reach during non-traditional dayparts like early morning (ad impressions up 6.8 per cent) and daytime (up 5.4 per cent).
  • Spanish-Language Growth: Univision household TV ad impressions jumped by 16 per cent year-over-year, as the network delivered significantly more reach during show genres like drama & action, general news, morning news and more – further underlining the opportunity many advertisers are missing to get messaging in front of Spanish-speaking audiences.
  • NBA Scores: National NBA games increased TV ad impressions by 14 per cent year-over-year, driven by strong performance in primetime, plus an entertaining and unpredictable playoff (which made noticeable differences for media partners ESPN and TNT, in particular).

Looking forward, as work stoppages create concerns around scripted content during the second half of 2023 – and possibly beyond – iSPot advises that advertisers and networks can utilise ad impressions data to understand which programmes could provide capable stand-ins for reach. On cable, some of that gap will be filled by syndicated programmes. But networks are likely to lean further into unscripted programmes, trying to find the next surprise hit.

For instance, in the first half of 2023, Vanderpump Rules (in its 10th season) increased TV ad impressions by nearly 10x year-over-year after Bravo turned Wednesdays into full blocks of syndicated airings of the show – which was the No. 3 unscripted programme by ad impressions, up from No. 117 in the first half of 2022.

Additionally, the report highlights specifics around brand approaches to TV advertising over the last six months.

Quick-serve restaurant brands, such as Burger King, Wendy’s and McDonald’s, all increased ad impressions significantly year-over-year, while launching new campaigns and appealing to budget-focused consumers. Meanwhile, weight loss brand GOLO leaned heavily on cable news and was one of the 10 most-seen brands on TV.

Humour also continued to win with consumers. CPG brands like Cheetos, Planters, Snickers and others all delivered higher scores for ‘funny’ in iSpot’s Creative Assessment Survey – while also driving positive purchase intent at the same time.

iSpot warns that TV is in for a disruptive second half of the year, and networks and advertisers shouldn’t be left in the dark when it comes to which programmes are delivering the most reach for ads.

Categories: Advertising, Articles, Research

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