2023 Q3 TV Transparency Report

The summer season, entertainment industry disruptions and limited major programming events in Q3 highlighted a critical need for transparency in the TV ad industry. Yet again, advertisers had to adapt to reach audiences, which required precise and real-time TV ad measurement to better inform decision-making. 

Household TV ad impressions saw a modest 1.4% YoY increase in Q3, while estimated national spend dipped by 5.95%. However, the real story lies in the resilience of TV ads in reaching and resonating with viewers – particularly during re-air favorites like Friends, NCIS and Everybody Loves Raymond. 

But that is only part of the story. The 2023 Q3 TV Transparency report from iSpot dives deep into the latest TV ad trends and opportunities, offering data-driven insights and strategies for advertisers navigating a complex landscape. Download now to gain a more comprehensive understanding of TV ad reach and resonance from Q3. 

Q3 TV ad highlights include:

• Sports Shake Up: Q3 college football household TV ad impressions surged by 54.5% YoY, offering new opportunities for advertisers.
• Streamers Bet on Football Audiences: NFL games delivered 9% of Q3 household TV ad impressions for streaming services (as advertisers) – No. 1 among all programming.
• QSR’s Emotional Playbook: Viewers found 95% of QSR video ads were funny, with Jimmy John’s, Jack in the Box, and Jersey Mike’s leading the pack.
• Retail Retained Attention: Retail brands captured audience attention, particularly during more passive viewing experiences like re-airs and morning shows.
• CPG Got Soapy: CPG brands increased daytime TV ad impressions by over 14% YoY, largely focusing on soap operas.