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1、The industry continues to witness TVs transformation in real time,as data from the first half of2024 reveals a landscape experiencing some major shifts.Top-line takeaways include:TV Reach Dipped,ButPrimetime Power Grew2H1 2024 TV TRANSPARENCY REPORT And thats just scratching the surface.iSpots lates

2、t transparency report dives into those TV adtrends and more from a memorable first half of 2024.Primetime Pours It On Despite reach decrease,primetimenow accounts for more than 26%of allnational linear TV ad impressions,and is growing(primetimeimpressions were up 2.62%YoY).Streaming vs.Linear MixIn

3、many instances,an industrys topbrands on streaming mimicked linearTV.However,there were also exceptionslike Taco Bell,which had a much higherQSR streaming ad reach SOV vs.linear.Barking Up the Right Tree Pet food,skin&foot care and snackfood were big YoY movers,all showingsignificant increase in rea

4、ch whileothers shifted strategies with newspots and different programs.Skating to SuccessSpeaking of sports,an exciting playoffand the Stanley Cup on ABC helpedthe NHL deliver 49%more TV adimpressions YoY(cementing hockeyas a top-20 program by ad reach).Reach Decrease Household TV ad impressionsdecr

5、eased by 3.73%during thefirst half of 2024,as mostdayparts saw ad reach decline.4.23T H1 Household TV Ad Impressions$22.2B H1 Est.National LinearTV Ad Spend261.9B H1 Primetime Big 4TV Ad Impressions$3.97B H1 Primetime Big 4Est.TV Ad Spend*All terms and definitions are defined in the glossary on page

6、 13.(-3.73%YoY)(-2.82%YoY)(+14.27%YoY)(+0.757%YoY)#1 TV Ad ReachA competitive playoff and thrilling StanleyCup Final on ABC helped fuel hockeys 49%ad impressions rise YoY,with the Cup up199%YoY despite a Canadian team(theEdmonton Oilers)playing.49%Rise in AdImpressions51M US Households3H1 2024 TV TR

7、ANSPARENCY REPORT The NBA was the No.1 program by TV adreach during the first half of 2024,accounting for 2.06%of ad impressions,while also scoring ad attention 12%above the norm.Thanks in part to the Caitlin Clark effect,theNCAA Womens Basketball Tournament morethan doubled TV ad impressions YoY,ma

8、nagingto grow reach as the event continued even asthe number of games shrunk.This year,iSpot first reported a record 126.6million average second-by-secondaudience during the Super Bowl,reachingnearly 51 million U.S.households acrossstreaming and linear networks.NBANHLMarch MadnessSuper Bowl LVIIISpo

9、rts Remained a Slam Dunk on TV2X TV Ad ImpressionsNEW RESEARCH ON SPORTS MEDIAWith sports importance to TV growing,spot-level TV ad measurement has never been more crucial.Read all about the importance of TV ad precision in Every Second Counts,from iSpot.#1#2#3#4#5 Shaquille ONeal Stephen Curry Sere

10、na Williams Serena Williams Stephen Curry Shaquille ONeal Simone Biles Sloane Stephens Tony Hawk Peyton Manning Jessica Hawkins Rose Lavelle Charles Barkley Charles Barkley Cameron Brink Candace Parker Peyton Manning Rob Gronkowski Coco Gauff Dawn StaleyWhile former/current athletes and coaches rema

11、in a hot commodity for ads,impressionsfeaturing those individuals were down 40.2%YoY in H1 2024.Standout Sports Talent4H1 2024 TV TRANSPARENCY REPORT Year-over-year,many of the top sports spokesmen are relatively static,but beyond SerenaWilliams,spokeswomen were a more dynamic group featuring rising

12、 players like CameronBrink(basketball)and Coco Gauff(tennis.)In anticipation of the Summer Olympics,SimoneBiles made a big return to the big screen,breaking into the top 5 sports spokeswomen list forthe first time since 2022.Top Brands that Featured Athletes and/or Coaches in H1Top Women 2024Top Men

13、 2023Top Men 2024Top Women 2023Brands are ranked on TV ad impression counts for ads that featured athletes and/or coaches.Burger KingWendysSubwayMcDonaldsChipotleSonicTaco BellPopeyesDairy QueenArbys02468101214ToyotaLexusHyundaiNissanFordSubaruKiaHondaJeepRam0246810InsuranceProgressive led the pack

14、across bothlinear and streaming impressions SOVfor insurance brands in H1.Liberty Mutualfocused more on linear,whereasAllstate,GEICO and State Farm sawmore SOV on streaming.QSRAmong top QSR brands,Taco Bell rankedfirst in streaming SOV with 10.69%of allQSR impressions but only seventh inlinear,highl

15、ighting the brands strongdigital presence.Conversely,Burger Kingdominated in linear SOV(13.64%),whileother brands maintained relativelybalanced media weight across bothlinear and streaming platforms.ProgressiveLiberty MutualAllstate13.64%10.10%8.26%8.98%7.85%7.43%8.67%5.64%4.99%By analyzing how a br

16、ands share of voice stacks up against the competition across linear andstreaming,marketers can make data-driven decisions around spend allocation,media mixstrategy and white space opportunities.Examining the top players among key industries in H12024,variations in linear and streaming SOV highlight

17、the complexity advertisers face inreaching target audiences and outmaneuvering the competition.Streaming vs.Linear Insights:Insurance,Automakers,QSR Trends5H1 2024 TV TRANSPARENCY REPORT AutomakersIn H1 2024,FCA brands Jeep and RamTrucks demonstrated strong streamingSOV,outpacing other top automaker

18、s.Lexus maintained a steady presenceacross both linear and streamingplatforms,while Toyota led in linear SOV(9.78%),driven in part by its significantinvestment in sports programming.GEICOState Farm31.4%9.78%3.04%7.69%7.68%7.60%9.22%6.26%5.62%6.08%4.99%5.81%4.92%5.48%9.63%4.61%10.13%5.99%5.02%5.67%5.

19、69%5.17%5.02%10.69%4.77%3.32%4.22%4.84%5.16%6.02%4.79%5.05%27.6%16.1%9.8%12.7%18.6%8.9%14.1%7.5%10.4%Linear SOV%Streaming SOV%Linear SOV%Streaming SOV%Linear SOV%Streaming SOV%Daytime ad impressions were down YoY on national linear TV.Yet,even as network promosdeclined overall,day time was one place

20、 where promos seemed to pick up some steam potentially indicating a shift in network strategy(and/or fewer brands buying during the daypart).Digging Into Dayparts6H1 2024 TV TRANSPARENCY REPORT TV network promo airingsincreased by 74%YoY duringFriends reruns in daytime,while 19%more network promoair

21、ings appeared across Law&Order:SVU during daytime.Across national linear TV,network promo airings wereup 0.81%YoY in daytime,butpromo ad minutes actuallyrose 2.84%YoY during thedaypart.Networks like Fox(44%morepromo minutes),TBS(+35%),Fox News(+43%)and CNN(+25%minutes)all showedsignificant increases

22、 in promofocus during daytime as well.As linear TV gets more squarely attached to sports and other premium programming,itsfueling an uptick in primetime TV ad impressions,with the daypart accounting for over aquarter of all impressions in H1 24.Sports paces weekend afternoons as well,with NFL,NBA,NH

23、L and MLB action(amongothers)all contributing to a modest impressions rise for that daypart.Notably,daytime and early morning are dropping in terms of ad reach as fewer consumersare working from home(and have less time for morning and daytime TV viewing)Friends with BenefitsPromos Found Daytime Prom

24、o ProsPrimetimeDaytimeEarly FringeWeekend AfternoonEarly MorningTop Dayparts in H1 2024 by Impressions SOV+2.62%-3.75%-1.36%+0.50%-6.48%26.13%17.74%13.85%10.86%7.74%Percentage increase compares year-over-yearIndustry-specific purchase intent benchmarks are valuable for measuring how much an adcan mo

25、tivate audiences to consider or buy a product or service.Below,we examine the top-performing ads of H1 2024 by positive(top-2 box)purchase intent for three different industries.While soft drinks varied,successful hotel spots leaned on togetherness and luxury autos,inparticular,focused on selling sta

26、tus via consumer vehicle purchases.Brands Dialed in Purchase Intent7Soft Drinks(Short-Term)Refresh Your Senses69%Positive Purchase Intent+8%Likeability ScoreNot a Dirty Word69%Positive Purchase Intent+14%Information ScoreSkatelife Crisis65%Positive Purchase Intent+12%Likeability ScoreHotels(Mid-Term

27、)Bring Your Pack Together65%Positive Purchase Intent+10%Likeability ScoreCompeting With Each Other64%Positive Purchase Intent+4%Attention ScoreA Stay For Any You60%Positive Purchase Intent+3%Watchability ScoreAutos(Long-Term)Open My Eyes65%Positive Purchase Intent+17%Likeability ScoreDefining Class

28、Since 188664%Positive Purchase Intent+11%Watchability ScoreFirst Impression61%Positive Purchase Intent+4%Attention Score*Likeability,Information,Watchability and Attention Scores benchmarked against each brandsrespective category norms in H1 2024.H1 24 Positive Purchase Intent Norm:59%H1 24 Positive

29、 Purchase Intent Norm:51%H1 24 Positive Purchase Intent Norm:45%Rank ChangeYoY H1 2024 TV AdImpressions SOV1 CBS8.03%Progressive2 ABC7.07%Verizon3 NBC5.38%Progressive4 Fox News4.45%Balance of Nature5 ESPN2.95%+1Lexus6 ION2.63%-1Dominos7 HGTV2.28%Kohls8 Univision2.14%+1Cicatricure9 MSNBC2.03%+4Ro10 H

30、allmark2.02%+4No7 Laboratories11 CNN1.98%-1Maune Raichle HartleyFrench&Mudd,LLC12 TBS1.95%+3Progressive13 FOX1.82%-1Progressive14 Food Network1.69%-3Boars Head15 USA Network1.67%+1Verizon16 TNT1.53%-8Progressive17 TV LAND1.52%+3Burger King18 Telemundo1.51%+4Wendys19 BRAVO1.46%Verizon20 Investigation

31、 Discovery1.44%-3DominosTop 20 NetworksRankNetworkTop BrandAdvertiser8H1 2024 TV TRANSPARENCY REPORT MSNBC was one of two YoY newcomers in the top 10,with TV ad impressions up 2.4%vs.H1 2023,thanks to reach increases for top programs like Morning Joe,Deadline:White House,and TheBeat With Ari Melber.

32、Hallmark was also a new addition to the top 10,with TV ad impressions up 2.0%YoY,partly on thestrength of Drop Dead Diva re-airs(a new addition to the networks programming).Telemundos overall TV ad impressions climbed by nearly 13%YoY as the networks primetimereach grew by almost 16%.Top 20 Programs

33、WBD identified shows with significant ad reach and leaned in,as syndicated episodes of The BigBang Theory jumped 26 spots YoY and House Hunters rose 14 places(on strong attention too).An exciting hockey season and playoffs plus the Stanley Cup on ABC helped the NHL growits TV footprint substantially

34、 YoY,with 49%more ad impressions.The Young and the Restless continued to succeed for CBS,moving up two spots to No.15 by TVad reach,while sitting at No.2 during daytime programming.9H1 2024 TV TRANSPARENCY REPORT Rank ChangeYoY H1 2024 TV AdImpressions SOV1NBA2.06%1122Mens College Basketball1.54%+29

35、63NFL1.52%-11274Law&Order:SVU1.23%-11015NCIS0.93%+11066Good Morning America0.89%+11127Friends0.88%-2868The Price Is Right0.79%+21199The Big Bang Theory0.74%+267510SportsCenter0.71%-29811ABC World News TonightWith David Muir0.69%+111212Today0.67%-37613Chicago Fire0.66%-28814Blue Bloods0.60%-18115The

36、Young and theRestless0.55%+211416MLB0.51%+189617The View0.51%+38318House Hunters0.50%+1411419Chicago P.D.0.50%-48520NHL0.47%+28104RankProgramAttention Index*Attention Index is a comparison of an ads Interruption Rate against its specific media placement and ismeasured on a scale of 0 to 200,where 10

37、0 is the average and means an ad is performing as expected.Top 20 Brand AdvertisersConsumer Cellulars TV ad reach rose(up 48%YoY)in conjunction with a 20%national linearTV ad spend increase while focusing creative on customer concerns around price.Safelite increased its national linear TV ad spend b

38、y nearly 40%YoY,coinciding with a 67%increase in TV ad impressions during primetime(part of a 42%ad reach jump).After scoring Super Bowl Love,The Farmers Dog spent 28%more YoY on national TV,and grew“Big 4”brodacast ad reach by nearly 4x compared to H1 2023.10H1 2024 TV TRANSPARENCY REPORT Rank Chan

39、geYoY H1 2024 TV AdImpressions SOV1 Progressive1.07%-12.39%2 Dominos0.80%-15.73%3 Burger King0.69%+2-2.92%4 Verizon0.56%-14.07%5 Liberty Mutual0.55%-2-5.17%6 Consumer Cellular0.54%+13+19.97%7 Wendys0.50%+2+5.14%8 Subway0.45%-1-16.20%9 TurboTax0.45%+5-7.05%10 Allstate0.43%+30+34.82%11 Toyota0.41%+1+1

40、0.41%12 Downy0.41%-6-36.91%13 Olay0.39%+75+86.85%14 Safelite Auto Glass0.39%+31+39.65%15 The Farmers Dog0.38%+67+27.99%16 Kohls0.38%+4+13.49%17 Tide0.37%-2-4.35%18 McDonalds0.37%-8-34.29%19 The Home Depot0.36%+10+26.46%20 Lowes0.35%+7+7.12%RankBrandYoY National LinearTV Ad Spend ChangeTop 20 Industr

41、iesBoth streaming and network TV promos saw reduced reach YoY(as did theatrical releases),asstudios shifted to optimize paid ad slots from brands.Cheez-It was snack brands big winner in H1 24,growing national linear TV ad spend by 16.8%YoYas its primetime reach grew by 28%on the back of programs lik

42、e the College Football Playoff.Skin&foot care TV ad impressions skyrocketed partly due to a surge from Olay,which grewreach 89%YoY while leaning into“Medifacts”PSA-style ads(and Big 4 broadcast programming).11H1 2024 TV TRANSPARENCY REPORT H1 23 SOVH1 2024 TV AdImpressions SOV1 TV Networks13.45%14.0

43、1%CBS2 QSR4.17%4.33%Burger King3 Automakers3.58%3.92%Toyota4 Auto&General Insurance2.87%2.85%Progressive5 Skin&Foot Care2.54%1.91%Olay6 Wireless Services2.41%2.16%Verizon7 Vitamins&Supplements2.13%1.87%Balance of Nature8 Streaming Services2.09%2.26%Paramount+9 Pet Food1.58%1.18%The Farmers Dog10 Cle

44、aning Supplies1.57%1.39%Swiffer11 Department Stores1.51%1.54%Kohls12 Pizza1.35%1.47%Dominos13 Laundry1.29%1.42%Downy14 Candy&Gum1.25%1.32%Reeses15 Snack Foods1.23%1.09%Cheez-Its16 OTC:Allergies,Cold&Flu1.22%1.39%Vicks17 Online Retail1.19%1.23%Amazon Prime18 Banking&Payments1.17%1.03%Chime19 Oral Car

45、e1.15%1.11%Sensodyne20 Rx:Psoriasis,Shingles,Skin&Nails1.15%1.05%Dupixent(Eczema)RankIndustryTop AdvertiserContact iSpotContinued transparency around TV advertising is how the industry properly assesses wherechange is needed,while shining a spotlight on the advertisers and networks that are ahead of

46、the curve.For all of the expected TV outcomes during the first half of 2024,there were many surprises and lessons to learn from,especially with a second half of the year brimming with major eventslike the Summer Olympics.As linear TV advertising continues to consolidate its focus aroundpremium progr

47、amming,understanding how that impacts attention and audience deliverybecomes even more crucial.This report is just a sampling of the depth of TV advertising insights at your fingertips whenpartnering with iSpot.Want to go deeper on the creative,audience and outcome trends that aremost pressing for y

48、our decision-making?12H1 2024 TV TRANSPARENCY REPORT Streamline Your TV AdEffectivenessConclusionCreative Assessment Methodology:Eachnationally-breaking TV and video ad israpidly surveyed by 500+US consumers(demographically balanced to thecensus),providing a pure assessment ofcreative effectiveness.

49、Quantitative andqualitative insights reveal what consumersthink and how they feel about an ad.Household TV Ad Impressions:TV adexposures captured across 52 millionsmart TVs and set-top boxes which areextrapolated and balanced with censusdata for an accurate representation of UShouseholds.Est.Nationa

50、l TV Ad Spend:The estimatedamount spent on TV ad airings(how muchit costs).Streaming SOV:A given brands portion oftheir industrys streaming impressionsTV Ad Impression Share of Voice(SOV):The percentage of impressions generatedby a brand or ad compared to the totalimpressions generated by the select

51、edcriteria.Likeability Score:Measures the extent towhich survey respondents like an ad.Information Score:Measures the extent towhich survey respondents found an adinformative.13GlossaryH1 2024 TV TRANSPARENCY REPORT Positive Purchase Intent:The percent ofsurvey respondents that reported anincreased

52、desire to purchase or visit a givenbrand or product after watching an ad.Watchability Score:Assesses the likelihoodof future viewing of the commercial.Attention Score:Measures the extent towhich an ad grabs survey respondentsattention.Attention Index:A comparison of an adsInterruption Rate against i

53、ts specificmedia placement.The Attention Index ismeasured on a scale of 0 to200,where 100 is the average and meansan ad is performing as expected.iSpot helps advertisers drive ad effectiveness with unified TV and video measurement,from creative toaudience to outcomes.Our fast,accurate and actionable

54、 measurement solutions enable advertisersto assess creative effectiveness,improve media plans and drive business outcomes from TV andstreaming advertising.Only iSpot is purpose-built to measure the performance of every ad on TV withdigital-like precision and granularity.Empowered with always-on cros

55、s-platform performance insights,advertisers can take quick andconfident action to cut wasted ad spend.With currency-grade measurement,large-scale verifiedinsights,and deep competitive intelligence,iSpot gives advertisers control and confidence amid thechaos of the new media landscape.45K brandsData

56、Footprint2.2 million creatives177 TV networks210 Media Markets400+streamingplatforms and DSPs82.7 million smart TVsand set-top boxesTrillions of impressions&millions conversionsattributed to millions ofcreatives130,000+video ads withcreative assessment dataData QualityPatented ad detectionprocesses andsoftware40 around-the-clockhuman editorsBest-in-class datascience,processingand modelingRigorous qualityassurance and dataintegrity for survey-basedcreative assessmentCorporate FactsFounded in 2012Over 750 customersacross brands,TVnetworks and moviestudiosOver 450 employeesAbout iSpot.tv14