Overall TV ad impressions were down nearly 4% year-over-year during the first six months of 2024. But, iSpot.TV notes, it is also notable that prime-time offerings from FOX, CBS, NBC and ABC enjoyed reach in the double-digit range.
The findings come from the just-released first-half report from iSpot, focused on “transparency” — a buzz word for marketers in an age where digital ad fraud remains a concern, despite muted conversations from the IAB.
Through June 2024, across 179 industries, 7,1000 advertisers aired 24.2 million national linear TV ads, amounting to 10.3 million minutes.
First-half 2024 household TV ad impressions were 4.2 trillion. While iSpot calls this “a massive number,” it also reflects a 3.73% year-over-year decrease, as most linear dayparts saw ad reach decline.
News programming increased from 18% to 19% of all TV ad impressions year-over-year, while sports programming grew from 12% to 13%.
Yet, it is the prime-time story that begs attention.
According to iSpot, the “Big Four” broadcast networks increased prime-time “share of voice” (SOV) by 14.3% between the first half of 2023 and the first six months of 2024.
As such, prime-time now accounts for more than 26% of all national linear TV ad impressions. And, it is growing: prime-time impressions were up 2.62% year-over-year.
View the entire report from iSpot.TV by clicking here:
DRAFT – H1 2024 TV Transparency Report
