2023 in Review: TV Transparency Report

TV advertisers faced a multitude of challenges in 2023, ranging from entertainment work stoppages disrupting fall schedules, to increasing audience fragmentation caused by the surge in streaming platforms. Through it all, TV not only weathered the storm, but flourished in many regards. The year witnessed a marginal uptick in ad impressions (+1.8% YoY), coupled with more ad airings and minutes compared to 2022. 

Brands found themselves in heightened competition for audience reach and attention; as the volume of ads reached new heights in 2023, totaling nearly 650,000 ads from over 35,000 advertisers. How did advertisers adapt creatives and media plans to overcome growing fragmentation and break through to audiences? How did streaming shake up the status quo and what implications does it hold for advertisers in the future? 

Don’t miss out on the insights that can inform your TV strategies. Download the 2023 in Review: TV Transparency Report from iSpot and dig into the data defining TV advertising.

Report highlights include:

• Spanish-language TV ad impressions increased 19.3% YoY supported by a swell of brands (+27%) investing in reaching Spanish-speaking audiences. 
• With less scripted programming due to entertainment work stoppages, audiences shifted interest to sports (+6.9% ad impressions YoY) and news (+4.2%) programming – but not reality TV (-5.9%).
• Only 22% of the top ads (by attention) for consumers aged 50+ were also among the top 100 for consumers 21-to-35 years old, showing minimal overlap between older and younger viewers.
• A shift to more national TV games this past season significantly boosted college football ad reach (20.3% YoY increase in ad impressions).