Q3 TV Advertising Report

TV advertising might feel back to “normal”, but is it really? This report sheds light on its continued evolution in Q3. Impression deliveries are down slightly from a COVID viewership surge in 2020, but ad revenues are up — indicating networks are able to charge more for impressions. 

More brands are flocking to TV for its reach and advanced measurement capabilities, and with that, a flood of new creatives are surging back on air in dramatic fashion to outpace recent years. Dive into the report for more unique Q3 TV ad trends and insights — from top advertisers, networks and shows, to industry snapshots and the prevailing creative trends for brands.

Key trends include:

• Primetime TV is back —  Q3 primetime TV ad impressions increased 39.5% compared to 2020 and were up 16% compared to 2019, led by programs like the Olympics, NFL and Big Brother
• CPG spend declined 8.8% YoY in Q3, but it was up 17% vs. 2019, while retail is also up 10% vs. two years ago
• Theatrical releases roared back in Q3, with YoY TV ad impressions up more than 5x and spend up 7x (though both impressions and spend are still down at least 10% compared to the same time in 2019)
• Nostalgia is in the air, as the rate if nostalgic ads heading into the holidays was up 4% YoY in Q3 and up 2% compared to 2019