Direct-to-Consumer Brands – Ad Performance Breakdown 2019

This report examines TV advertising trends for the direct-to-consumer category for all of 2019, including insights around spend, networks that generated high impression counts, notable brands and more.

Direct-to-consumer marketers made a big push in TV advertising in 2019, spending an estimated $2.61 billion, a 13.43% increase in spend from the previous year. In turn, TV ad impressions increased 11.34%, up to 287.6 billion. HomeAdvisor was one of the key brands: It took third place for estimated spend, and not only was No. 1 for impressions at the brand level, it also owned the category’s most-seen commercial of the year, “Fair Price ,” with 6.2 billion impressions.

When looking at the true incrementality of TV using our proprietary iSpot Lift Rating, direct-to-consumer brands received a 30.89% lift in 2019. Top networks delivering lift included PBS, Fox Business and MTV2.