DTC TV Ad Report
Inside the Report
Direct-to-consumer ad growth on TV is not slowing down, despite the U.S. opening back up after Covid last year. Compared to the first half of 2019, nearly twice as many DTC brands appeared on TV in the first half of 2022. And compared to the same period last year, these brands have managed to both spend more (+20.5% year-over-year) and be seen more (+8.6% impressions).
Download our latest report now and discover the top creatives and industries within DTC, plus the programs and networks that delivered the most DTC TV ad impressions.
Report highlights include:
- Wayfair nearly doubled its share of DTC TV ad impressions year-over-year in the first half, from 2.83% in 2021 to 5.26% in 2022.
- Top broadcast networks grew as a source of DTC impressions, with CBS, ABC & NBC all appearing in the top 10 for 2022, vs. just CBS in 1H 2021.
- DTC real estate/mortgage brands grew share of TV ad impressions (vs. all of DTC) from 3.80% to 6.19% YoY.
- Year-over-year, DTC brands focused less on the top three cable news networks (Fox News, CNN and MSNBC), with share of impressions dropping from a combined 13.14% in the first half of 2021, to 7.03% in 1H 2022.