{"id":19768,"date":"2023-10-24T09:00:00","date_gmt":"2023-10-24T16:00:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=19768"},"modified":"2025-06-02T08:23:33","modified_gmt":"2025-06-02T15:23:33","slug":"the-drama-and-talk-shows-behind-cpgs-q3-tv-ad-growth","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/the-drama-and-talk-shows-behind-cpgs-q3-tv-ad-growth\/","title":{"rendered":"The Drama (And Talk Shows) Behind CPG\u2019s Q3 TV Ad Growth"},"content":{"rendered":"\n<p>In Q3, household TV ad impressions for consumer packaged goods* (CPG) climbed nearly 11% year-over-year on national linear TV. This growth comes from a similar increase in airings compared to Q3 2022. Notably, CPG brands spent the quarter leaning into program genres like drama &amp; action, which have been effective at providing TV ad reach.<\/p>\n\n\n\n<p>Drama &amp; action shows accounted for nearly 16% of CPG TV ad impressions in Q3, delivering 8.6% more ad impressions YoY for CPG brands. Combined, <em>Law &amp; Order: SVU<\/em>, <em>NCIS<\/em> and <em>Chicago Fire<\/em> were responsible for more than a quarter of those drama &amp; action impressions. ION delivered 24.1% of the industry\u2019s drama &amp; action ad impressions, showing the power of re-air programming for CPG.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:22px\"><strong>Other highlights from CPG TV advertising in Q3:<\/strong><\/p>\n\n\n\n<ul>\n<li><strong>Primetime CPG TV ad impressions grew slightly year-over-year<\/strong> in Q3 as brands focused on re-airs of programs like <em>Everybody Loves Raymond<\/em> and crime procedurals, plus <em>America&#8217;s Got Talent<\/em> and (come September) college football.<\/li>\n\n\n\n<li><strong>Daytime CPG TV ad impressions grew as well<\/strong>, thanks to significant increases during soap operas like <em>The Young and the Restless<\/em> (+26% YoY) and <em>General Hospital<\/em> (+48% YoY).&nbsp;<\/li>\n\n\n\n<li><strong>Entertainment talk shows stayed at No. 5 YoY among the top CPG program genres<\/strong>, but total TV ad impressions also jumped by 29.7% as those programs aired more ads as well.<\/li>\n\n\n\n<li><strong>Skin &amp; foot care brands were the most-seen CPG sub-industry<\/strong>, accounting for 9.94% of all CPG TV ad impressions in Q3 \u2013 just edging out cleaning supplies &amp; air fresheners (9.86%).<\/li>\n\n\n\n<li>Laundry detergent brands<strong> Downy <\/strong>(2.83% of all CPG TV ad impressions) <strong>and Tide<\/strong> (2.02%) <strong>were the most-seen CPG brands<\/strong>, and both ranked among the top 20 brands \u2013 across all industries \u2013 by TV ad impressions in Q3.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1005\" height=\"903\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/10\/23144609\/2023-Q3-CPG-Blog.png\" alt=\"\" class=\"wp-image-19775\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/10\/23144609\/2023-Q3-CPG-Blog.png 1005w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/10\/23144609\/2023-Q3-CPG-Blog-300x270.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/10\/23144609\/2023-Q3-CPG-Blog-356x320.png 356w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/10\/23144609\/2023-Q3-CPG-Blog-768x690.png 768w\" sizes=\"(max-width: 1005px) 100vw, 1005px\" \/><\/figure>\n\n\n\n<p>But that\u2019s just scratching the surface around TV advertising in Q3. Download our 2023 Q3 TV Transparency Report for a deep dive into all of the latest TV ad trends and opportunities, including data-driven insights and strategies to navigate today\u2019s complex landscape.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/www.google.com\/url?q=https:\/\/www.ispot.tv\/hub\/resources\/free-reports\/2023-q3-tv-transparency-report\/&amp;sa=D&amp;source=docs&amp;ust=1698100335642368&amp;usg=AOvVaw1VB2mLZrzRxhQdRDmuaHmj\" style=\"background-color:#4ac500\">Download Report<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-small-font-size\"><em>*Note: CPG does not include alcohol<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In Q3, household TV ad impressions for consumer packaged goods* (CPG) climbed nearly 11% year-over-year on national linear TV. This growth comes from a similar increase in airings compared to Q3 2022. Notably, CPG brands spent the quarter leaning into program genres like drama &amp; action, which have been effective at providing TV ad reach&#8230;. Read More<\/p>\n","protected":false},"author":26,"featured_media":19769,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[500],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/19768"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=19768"}],"version-history":[{"count":9,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/19768\/revisions"}],"predecessor-version":[{"id":19781,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/19768\/revisions\/19781"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/19769"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=19768"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=19768"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=19768"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=19768"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}