This past year saw transformative changes across the TV ad industry, as audience fragmentation grew, the migration to streaming continued, and the call for better cross-platform measurement was louder than ever. As networks and advertisers alike work to embrace the evolving reality of TV, it’s worth looking back at where brands found audience reach during this past TV season.
Our 2022-23 TV ad season preview report explores the top networks, programs, show genres, industries and brands that delivered the highest share of ad impressions. It also looks closer at top dayparts, best-performing creatives and demographic insights that shaped the season last year and set the table for TV advertising again this fall.
Below is a sample of the biggest takeaways from last year’s season that provide insight into what might unfold on TV this fall. For a deeper dive, download iSpot’s 2022-23 TV Ad Season Preview report today.
Tentpole Programming Plays Ball
Live sports continue to deliver a large share of TV ad impressions, and sports like men’s college basketball and the NBA even grew impressions year-over-year. Between March Madness and an exciting NBA Playoffs, hoops were a hit for ad reach in 2021-22.
Despite decreasing ad airings by 37% year-over-year, MLB also increased its share of TV ad impressions in 2021-22 as the success of big market teams helped keep audiences engaged. MLB TV ad impressions are also worth watching going into fall, with an expanded 12-team postseason debuting in October.
Investing in TV
Investment services brands were among the 10 most-seen industries during the 2021-22 TV ad season, jumping from 1.52% of TV ad impressions to 1.93%, partly due to an increase in cryptocurrency-related spots during sporting events.
Meanwhile, theatrical movies inched closer to pre-pandemic TV ad impressions levels at 1.57% – which was up from 0.58% the previous TV season. At the same time, that’s still short of the 1.97% share the industry had back in 2019-20, indicating that movies may still have more growth remaining for this coming fall and winter going into awards season.
‘E’ For Effort (and Ad Effectiveness)
Wendy’s “Fries With That” was among the most effective ads during the 2021-22 TV ad season (among the 50 most-seen). According to data from iSpot’s Ace Metrix Creative Assessment, the ad was 20% more likable than the all-industry norm, with survey respondents connecting strongest with the humor utilized in the spot.
For Charmin, one of its toilet paper ads was bear-y effective as well. “Roll It Back, Everybody!” – featuring the brand’s bear mascots – had 12% higher attention than the norm, while also being 18% more likable.
Want to learn more about ad effectiveness and which programs and networks deliver the highest share of TV ad impressions? Schedule a demo with an iSpot expert today.