Networks and advertisers alike have been tweaking approaches to TV advertising in preparation for the realities of cross-platform viewing and shifting audience behaviors. And those changes were on full display this past TV season as daytime linear TV ad impressions grew 1% year-over-year from Labor Day through Memorial Day, while primetime declined 3%. As part of the shift, networks leaned into news, talk and game shows to maximize the value of programming during the daytime daypart.
iSpot’s new daytime TV transparency report dives into all of that and more around how advertisers can locate broad-reach programming for lower CPMs. The highlights below scratch the surface of the insights featured in the report.
Daytime Rises
Daytime programming accounted for 17.7% of linear TV ad impressions from Sept. 5, 2022-May 29, 2023, up slightly from 17.3% the previous season. Importantly, a lot of that increase was driven by ABC, CBS and NBC, which grew year-over-year impressions by a combined 9.5%. Other networks can take cues from these broadcast networks as well, embracing news and talk programming, and game shows (among other program genres that found success in daytime this past TV season).
Telenovelas Trending Up
Univision’s daytime household TV ad impressions climbed over 13% YoY — thanks in part to telenovelas. These shows doubled YoY daytime impressions on Univision as the network filled more programming minutes with the popular shows. This is in contrast to soap operas and telenovelas across TV, which saw impressions decline YoY, primarily due to Days of Our Lives moving to Peacock.
This Syndicated Sitcom Will Be There For Networks And Advertisers
Even two decades after its final episode, Friends remains a TV staple. The sitcom accounted for 1.63% of all household TV ad impressions during daytime this past TV season – which was No. 7 overall. And ad minutes against Friends actually increased in daytime, too. For syndicated daytime programming, it’s by far the biggest vehicle for reach, delivering almost 21.4% of all TV ad impressions during syndicated shows in the daypart.
Daytime’s Breakout Brands
Some advertisers are already catching on to the increased reach opportunities during daytime. Weight loss brands grew daytime TV ad impressions by 35% this past TV season, with brands like GOLO and WW more than doubling daytime impressions compared to the previous year. Instacart, meanwhile, put a lot of eggs in the rerun basket, as those programs delivered 93% of its daytime TV ad impressions.
Don’t miss out on where TV ad impressions migrate during the 2023-24 season. Contact iSpot today to learn more about these results and how we can work directly with you to shape the future of TV measurement.