2022-23 TV Season Ad Preview

Last year’s TV season revealed new takeaways and trends around audience migrations, and as a result, which programs delivered the most impressions for advertisers. With viewer fragmentation continuing, TV tentpoles are also taking on even greater importance for networks and brands alike as we head into this fall.

With the new TV season about to start, our 2022-23 TV ad season preview report puts a spotlight on the networks, programs, show genres, industries and brands with the most ad impressions from last season. It also dives deeper into dayparts, top-performing creatives and demographic insights most helpful to advertisers, agencies and networks, to both buy and sell ads.

Report highlights include:

• Total TV ad impressions from the 2021-22 season rose 4.2% YoY, to 1.94 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 156.4% YoY
• Close to 53% of NBC impressions were delivered to women, over half of which were attributed to those ages 35 to 59