2023 Q1 State of TV Advertising

Despite the absence of the Winter Olympics in Q1 2023, TV ad impressions saw a 3.24% year-over-year increase, highlighting the continued significance of TV for brand messaging. However, as audience viewing patterns become increasingly scattered and economic pressures loom, advertisers need to make strategic cross-platform ad investments that offer optimal reach while keeping costs in check.

This State of TV Advertising report recaps Q1 2023 highlights including the top brands, programs, and networks for impression deliveries. It also provides a close look at how advertisers are preparing for upfronts, updates on new currency and more.

Notable takeaways include:

• Q1 TV ad spend saw a 10.78% YoY decrease, largely driven by the absence of the Winter Olympics and more strategic ad investments by advertisers.
• The Oscars drew a total average minute TV audience of approximately 20 million viewers (P2+), up 15% from last year.
• For Q1’s most-seen brands, Verizon climbed 19 spots YoY to claim 5th, while GOLO rose an incredible 75 spots YoY to secure 6th.