2021 TV Ad Measurement Report

The TV advertising industry reached its tipping point in 2021. Legacy TV ad measurement could no longer hold its ground with audiences diverging in countless different directions, and new streaming platforms continuing to emerge seemingly every week. The result? A heightened demand for faster, more accurate and actionable TV ad analytics for brands to ensure ROAS.

This year-end recap is a testament to the breadth of insights obtained from precisely measuring every second of every ad on TV. Dive into the report to see which networks, programs, brands, and ad creatives came out on top based on our analysis of 2021 TV and video advertising. 

Report highlights include:

Liberty Mutual unseats GEICO as most-seen brand on TV: Liberty Mutual had 0.97% Impressions SOV in 2021 vs 0.95%for GEICO.

Credit Karma drives impressive incremental reach via Vevo CTV: Despite spending millions on premium TV programming, 36% of the brand’s award-winning CTV campaign audience was incremental to its linear TV ad reach.

Most likeable ads lean into togetherness or eye-catching products: Brands such as Hasbro hit on themes of togetherness/kindness in ads to get a Likeability score in the 100th percentile, while others like LG focused on product displays to achieve the same.

CPG is the most seen industry on TV with Downy leading the pack: Consumer Packaged Good brands spent a whopping $6.27B on TV in 2021, which garnered  1.45T total impressions. Downy topped the charts with 2.19% Impressions SOV, followed by Tide (2.17%) and Neutrogena (1.47%).

Automakers turn to reality TV to find adult female viewers: For female audiences ages 35 to 49, reality TV led all show genres for the automakers category – with 12.4% of impressions attributed to that age and gender group.