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TV Season Recap: Top TV Networks, Programs, Brands and Creatives

Inside the Report

Another busy TV season revealed new takeaways and trends around audience migrations, and as a result, which programs delivered the most impressions for advertisers. While things may feel back to “normal,” viewer fragmentation continues. TV tentpoles are now taking on even greater importance for networks and brands alike. 

Aligning with this year’s Upfronts, our 2021-22 TV season recap report puts a spotlight on the networks, programs, show genres, industries and brands with the most ad impressions. It also dives deeper into dayparts, top-performing creatives and demographic insights.

Report highlights include:

  • Total TV ad impressions rose 6.8% YoY, to 1.88 trillion
  • Live sports are just as important as ever for linear TV, accounting for the top four programs by impressions 
  • Fox News accounts for nearly 20% of all cable TV ad impressions (ESPN is next at 12.1%)
  • Balance of Nature increased impressions the most among the top 50 most-seen advertisers, jumping 156.38% YoY
  • Close to 53% of NBC impressions were delivered to women, over half of which were attributed to those ages 35 to 59