Streaming or linear—where are top advertisers winning the battle for attention? We ranked the top 10 brands by share of voice on each platform. With 60% of smart TVs solely streaming content in Q2 of last year, tracking competitors on linear or streaming alone means overlooking a massive share of the market. Bottom line: unified, ad-first measurement is essential to see the full picture.
On linear TV, the top 100 advertisers accounted for 28.65% of total reach, while the top 100 streaming advertisers made up 31.55% there—a narrower gap than expected. Though streaming impressions are still spread across more brands, competition for share of voice is fierce on both formats—making cross-platform visibility even more important.
Streaming’s Leaders Span Wide
The top 10 streaming SOV brands offer a distinctly broader mix of advertisers compared to linear, with seven unique industry categories represented (almost double the variety seen on linear). From automakers and retail giants to everyday household essentials, streaming ads are engaging viewers across multiple lifestyle touchpoints.
Insurance advertisers continue flexing their strength on both linear and streaming, but the battle for streaming’s top spot is especially tight. Allstate gained ground by leaning into streaming, securing the No. 1 placement with a 0.95% of streaming TV ad reach, just ahead of Progressive at 0.93%. But Allstate doesn’t crack the top 10 on linear, signaling a targeted shift toward streaming to reach a more digital-first audience.
Quick-service restaurants (QSRs) also took different approaches across TV formats. Taco Bell and McDonald’s prioritized streaming audiences, securing top-10 spots, while Burger King and Wendy’s focused more on linear, where live sports played a significant role in their ad strategies.
Streaming Ad Impressions by Share of Voice
iSpot Streaming Competitive Data from January 1, 2024 to December 31, 2024.
Top Brands Dial Up Linear Ad Impressions
As traditional TV continues to consolidate around sports, many top advertisers are all-in on the genre. Wendy’s particularly capitalized on this idea, attributing more than a third of its TV ad impressions to sports programming in 2024.
But linear ad success isn’t solely tied to sports. Consumer Cellular climbed an impressive 11 spots year-over-year, driven by strategic placements during daytime programming which accounted for 29% of its impressions.
Some retail brands also gained ground—Macy’s and Kohl’s entered the top 10 through modest NFL investments, complemented by steady placements in daytime and cable staples like drama/action shows.
Linear Ad Impressions by Share of Voice
iSpot Data from January 1, 2024 to December 31, 2024 and January 1, 2023 to December 31, 2023.
Overall, Progressive’s dominance across both streaming and linear highlights the effectiveness of a comprehensive, cross-platform strategy. Yet platform-specific successes—such as Wendy’s sports-driven linear ads or Taco Bell’s streaming prominence—demonstrate tailored, audience-focused tactics.
The takeaway? Capturing share of voice across streaming and linear requires more than a one-size-fits-all strategy—it demands unified measurement to pinpoint where, when, and how ads resonate. Ready to make a measurable impact? See what ad-first measurement can do for your brand across linear, streaming, and digital.