TV remains a powerful medium for brand messaging, as we saw in the first quarter of 2023 with a 3.2% YoY increase in household TV ad impressions – to 2.09 trillion – despite no Olympic content. But with audience behaviors and viewership continuing to evolve, it’s more important than ever for brands to ensure their ad dollars are spent wisely across the fragmented TV landscape.
The 2023 Q1 State of TV Advertising report from iSpot showcases key themes from the year’s first quarter as brands and networks continue making adjustments in TV’s shifting landscape. Read on for a few big takeaways from the report or dive into the report for deeper insights behind live sports’ massive influence, the ever-growing focus on streaming and the continued momentum of new currency.
TV’s Reach Keeps Growing
Numerous brands are shifting approaches to find reach during new dayparts and programming, while aiming to maximize ad impressions and budgets.
Verizon’s Q1 household TV ad impressions grew 64% year-over-year despite a smaller share allocated toward NFL games. Compared to last year’s Q1, Verizon doubled its share of ad impressions served by drama & action shows, while also increasing during movies and reality TV. Brands like Vicks, Blue Buffalo and Tide were all among the top 20 brands by TV ad impressions, but spent much less than peers on that list even as they reached a very large audience. These advertisers and others were able to maximize reach for money spent with daytime programs, news commentary shows on cable, and syndicated sitcoms and dramas.
Hot Industries
Weight loss brands leapt from No. 16 to No. 11 among the most-seen ad industries year-over-year, relying on drama & action TV shows, movies and reality shows for over one-third of impressions on the quarter.
Legal services continued to claim a larger portion of TV ad impressions, as class-action suits for Camp Lejeune and mesothelioma fueled the industry’s growth from No. 52 to No.15 by household TV ad impressions YoY. Theatrical movies also continued efforts to return to “normal,” coming in at No. 17 in Q1 this year, assisted in part by a larger year-over-year showing during the Super Bowl – plus more potential blockbuster movies.
Sporting Events Score
Despite the focus on finding value, plenty of brands still focused plenty of attention on premium sporting events. The Super Bowl gave Fox a boost, as the network grew Q1 household TV ad impressions by 36% year-over-year. And the World Baseball Classic helped Fox Sports 1 increase impressions by 24%.
PGA events were a hit in Q1, as impressions climbed 32% vs. Q1 2022. TV ad impressions also climbed during NBA games, up nearly 15% year-over-year.