1H 2023 TV Transparency Report

Despite increasing fragmentation and shifting audience dynamics, the first half of 2023 was a testament to TV’s resilience in delivering massive reach. Data from the first half of 2023 confirms this with household TV ad impressions up by an impressive 5% year-over-year. 

Live sports continued to dominate TV with basketball and football reigning supreme. However, emerging trends like the shift to non-traditional dayparts (eg. early morning) and the rise of Spanish-language programming, reveal that TV still offers plenty of different avenues for new and emerging ad value.

Ready to embrace the future of TV advertising? Download iSpot’s one-of-a-kind TV Transparency Report to uncover the biggest TV advertising trends from the first half of 2023. You’ll get an exclusive look at most-seen networks, programs, dayparts and genres as well as live sports, industry and brand trends, and the most emotionally-impactful TV ads from the last six months. 

1H 2023 TV advertising  highlights include:

• The NBA scored for advertisers, as household TV ad impressions during national TV games jumped 14% YoY.
• As part of the QSR industry’s surge in TV ad impressions (+7.1% YoY), Burger King, Wendy’s and McDonald’s jumped into the top 10 most-seen brands ranking.
• Univision ad impressions jumped by 16.2% YoY as Spanish-language networks keep gaining momentum.
• CPG brands like Cheetos, Planters and Snickers landed some of the funniest TV ads, driving positive purchase intent in the process.
• Bravo leaned into Vanderpump Rules’ #Scandoval with marathons every Wednesday that ultimately delivered 9.7x more TV ad impressions YoY.