In Q3, household TV ad impressions for consumer packaged goods* (CPG) climbed nearly 11% year-over-year on national linear TV. This growth comes from a similar increase in airings compared to Q3 2022. Notably, CPG brands spent the quarter leaning into program genres like drama & action, which have been effective at providing TV ad reach.
Drama & action shows accounted for nearly 16% of CPG TV ad impressions in Q3, delivering 8.6% more ad impressions YoY for CPG brands. Combined, Law & Order: SVU, NCIS and Chicago Fire were responsible for more than a quarter of those drama & action impressions. ION delivered 24.1% of the industry’s drama & action ad impressions, showing the power of re-air programming for CPG.
Other highlights from CPG TV advertising in Q3:
- Primetime CPG TV ad impressions grew slightly year-over-year in Q3 as brands focused on re-airs of programs like Everybody Loves Raymond and crime procedurals, plus America’s Got Talent and (come September) college football.
- Daytime CPG TV ad impressions grew as well, thanks to significant increases during soap operas like The Young and the Restless (+26% YoY) and General Hospital (+48% YoY).
- Entertainment talk shows stayed at No. 5 YoY among the top CPG program genres, but total TV ad impressions also jumped by 29.7% as those programs aired more ads as well.
- Skin & foot care brands were the most-seen CPG sub-industry, accounting for 9.94% of all CPG TV ad impressions in Q3 – just edging out cleaning supplies & air fresheners (9.86%).
- Laundry detergent brands Downy (2.83% of all CPG TV ad impressions) and Tide (2.02%) were the most-seen CPG brands, and both ranked among the top 20 brands – across all industries – by TV ad impressions in Q3.
But that’s just scratching the surface around TV advertising in Q3. Download our 2023 Q3 TV Transparency Report for a deep dive into all of the latest TV ad trends and opportunities, including data-driven insights and strategies to navigate today’s complex landscape.
*Note: CPG does not include alcohol