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2022 TV Advertising Snapshot

Inside the Report

Widespread changes keep coming for TV, yet some things remain the same: Namely TV’s ability to reach mass audiences with brand messaging. During the first six months of 2022, iSpot data found that TV ad impressions climbed 7.29% year-over-year.

That’s just the beginning of the story for TV this year, though. iSpot and NBCU’s test-and-learn revealed that the optimal CTV impressions mix is 30-40%, yet most advertisers are falling well short of that mark. Meanwhile, the first half of 2022 also brought TV ad impressions surges for newer industries like Sports Betting, along with comebacks for Travel and Theatrical Movies, which were impacted by the pandemic in recent years.

Download our new 2022 TV Advertising Snapshot to learn all about the year’s most-seen advertisers, top TV ad creatives, second-half trends to watch and more.

Highlights include:

  • Spanish-language TV ad impressions are up 11% YoY, as Spanish-language networks and shows also grew their share of impressions.
  • Live sports accounted for 25.5% of TV ad impressions – up from 22.4% in the first half of 2021, thanks to the Winter Olympics, NFL Playoffs and full NBA Playoffs.
  • The LiMu Emu and “Doug” were the most-seen individual spokespeople in H1 2022, but they were still outpaced by kids, dogs, cats and babies by share of TV ad impressions.
  • Live NBA games delivered the most targeted TV ad impressions to female audiences aged 18 to 29, while live NFL games had the highest share of household TV ad impressions.