2019 Holiday Buying Guide
Inside the Report
It’s a magical time of year — especially for retailers and other marketers that come out in force for TV advertising during the holidays. We put together a guide for brands and networks looking to maximize results this holiday season using two of our newest proprietary benchmarking capabilities: iSpot Lift Ratings and iSpot Conversion Rates.
Put simply, iSpot Lift Ratings reflect the incremental business driven by TV ad placements, while iSpot Conversion Rates measure conversion events (i.e., consumers engaging in desired actions) correlated with TV ad exposures.
In general, cable networks have been delivering high iSpot Lift Ratings and iSpot Conversion Rates across industries, and news networks in particular are delivering effectiveness. Retail brands may also want to consider Spanish-language networks Telemundo, UniMas and Univision, as they’ve provided high Lift Ratings for the retail category. In terms of broadcast networks, Fox is a big player across industries when it comes to lift.
A year-over-year comparison in estimated spend for the top five industries reveals that two categories (automotive and movies) have decreased spend, while the other three have increased budgets, with the biggest increase belonging to the wireless category.