With audiences scattered following a tumultuous year, and TV still getting back to “normal” in 2021, it’s understandable that ad buyers have big questions heading into upfronts. Fortunately, we’re in the business of providing answers.
As brands and agencies look ahead at TV ad spend, it’s more crucial than ever to understand the correlations between good creative, the right ad placement and business outcomes. On a per-industry basis, brands can find more lift on some networks than others. Knowing in advance where those opportunities lie is how savvy marketers get the most of ad budgets — even as TV undergoes fundamental changes around audience migration, streaming and programming shifts.
Our new ad performance and benchmark report arrives just in time for upfronts, with industry-by-industry looks at lift and business outcomes.
Among the highlights of the report:
- Insurance brands saw an average lift of over 56% in Q1 (highest among industries measured)
- Niche cable networks are consistently top performers for lift across various industries
- Sports and cable news, in particular, capture audiences that are likely to convert for brands in top industries featured in this report
- Retail and Bravo were a perfect fit, with retail brands seeing a conversation rate of 1.679% on the network
Upfronts start in a matter of days. Download a copy of the report to better inform your TV ad buying decisions this year.