TV audiences keep fragmenting and shifting, and yet, the first half of 2023 proved that the medium maintains its ability to deliver massive reach. iSpot data from the first six months of the year spotlights a 5% year-over-year increase in TV ad impressions – despite potential headwinds like streaming migrations, a lack of Olympics content vs. 2022 and the impact of this year’s writers’ strike on scripted programming.
So why the increase, then? iSpot’s new TV Transparency Report dives into some of the trends driving continued growth for ad reach:
- One of the most-seen networks grew household TV ad impressions by over 16% year-over-year, further showcasing an underutilized audience for advertisers.
- Live sports still reign over TV, but one of the “Big Four” U.S. leagues grew first-half TV ad impressions by 14% year-over-year.
- Primetime has long been the focus for TV’s major advertisers, but recent audience shifts are showing new dayparts reaching increasingly more households with ads.
- After a surprising scandal, a certain Bravo reality show increased TV ad impressions by nearly 10x year-over-year.
The report also shows that humorous ads are still a hit with consumers – though even more so for select industries. Meanwhile, a new industry jumps to No. 1 in the first half of the year, thanks to ad surges by its biggest brands.
Read into all of that plus emerging TV advertisers, top programs and networks, and more in iSpot’s new transparency report. Move beyond TV measurement’s mystery box and download the findings today: