As more marketers shift ad spend to meet viewers when and where they’re watching, gaps in their measurement solutions still hold them back. One of the biggest blind spots is understanding how their streaming strategies and share of voice on ad-supported streaming platforms stack up against competitors.
Sourcing insights from our Streaming Competitive solution, iSpot’s annual H1 TV Transparency Report sheds some light on linear and streaming ad impressions share of voice for top insurance, QSR and automaker advertisers. The insights provide a glimpse of what’s available, but the trends observed show the potential marketers could possess to make more data-driven decisions around spend allocation, media mix strategy and white space opportunities.
Drilling into specific industries, the brand-level insights underscored the intricate challenges advertisers face in reaching target audiences and outmaneuvering the competition. Consider the differences among top QSR brands in H1.
Taco Bell ranked first in streaming SOV with 10.69% of all QSR ad impressions, yet only seventh in linear, indicating a deliberate effort to reach digital (i.e. younger) audiences. Conversely, Burger King dominated in linear ad SOV (13.64%) among QSR brands while its streaming presence was more subdued. Burger King actually made strides in linear ad SOV across industries, climbing two spots year-over-year to sit third in the top 20 ranking of all brands in H1, and despite decreasing spend 2.92% YoY.
FCA brands Jeep and Ram Trucks took a streaming-led approach to TV in H1 2024, outpacing other top automakers in SOV. Meanwhile, Toyota led in linear SOV with 9.78%, due in large part to the brand’s substantial investment in sports programming.
Download the full H1 TV Transparency Report to uncover more streaming versus linear ad SOV insights for top brands, as well as a closer look at half-year trends from major sports events, daypart shifts, outcome-fueled creatives and much more.