{"id":9575,"date":"2020-12-18T11:33:23","date_gmt":"2020-12-18T19:33:23","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=9575"},"modified":"2021-01-18T09:34:40","modified_gmt":"2021-01-18T17:34:40","slug":"2020-tv-advertising-executive-insights","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/2020-tv-advertising-executive-insights\/","title":{"rendered":"2020 TV Advertising: Executive Insights"},"content":{"rendered":"\n<p>TV was turned on its head in 2020. But despite a lack of tentpole events like live sports for months on end, a lot of advertisers were able to make the most of these ridiculously challenging times by monitoring shifts in viewer behavior and adjusting their ad strategies to the \u201cnew normal.\u201d<\/p>\n\n\n\n<p>Viewership got more niche and targeted, and primetime wasn\u2019t the only place to find eyeballs at scale, as other dayparts gained momentum. The Streaming Services category exploded, of course, and new and old services utilized TV ads to fuel their expansion \u2014 with impressions up 93.5% as they competed for market share.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1142\" height=\"1580\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112511\/Screen-Shot-2020-12-18-at-11.21.59-AM-1.png\" alt=\"\" class=\"wp-image-9582\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112511\/Screen-Shot-2020-12-18-at-11.21.59-AM-1.png 1142w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112511\/Screen-Shot-2020-12-18-at-11.21.59-AM-1-217x300.png 217w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112511\/Screen-Shot-2020-12-18-at-11.21.59-AM-1-740x1024.png 740w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112511\/Screen-Shot-2020-12-18-at-11.21.59-AM-1-231x320.png 231w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112511\/Screen-Shot-2020-12-18-at-11.21.59-AM-1-768x1063.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112511\/Screen-Shot-2020-12-18-at-11.21.59-AM-1-1110x1536.png 1110w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112511\/Screen-Shot-2020-12-18-at-11.21.59-AM-1-1080x1494.png 1080w\" sizes=\"(max-width: 1142px) 100vw, 1142px\" \/><\/figure>\n\n\n\n<p>Larger streaming audiences also gave advertisers new opportunities to reach elusive demos \u2014 and made effective cross-platform measurement all the more urgent.<\/p>\n\n\n\n<p>A busy year of news meant impressions jumped considerably for the likes of CNN (+47.7%), MSNBC (+40.7%) and Fox News (+27.2%), while reality programming on cable channels such as Food Network and HGTV rose as well.<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1098\" height=\"552\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18145036\/Screen-Shot-2020-12-18-at-12.03.03-PM.png\" alt=\"\" data-id=\"9589\" data-full-url=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18145036\/Screen-Shot-2020-12-18-at-12.03.03-PM.png\" data-link=\"https:\/\/www.ispot.tv\/hub\/2020-tv-advertising-executive-insights\/screen-shot-2020-12-18-at-12-03-03-pm\/\" class=\"wp-image-9589\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18145036\/Screen-Shot-2020-12-18-at-12.03.03-PM.png 1098w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18145036\/Screen-Shot-2020-12-18-at-12.03.03-PM-300x151.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18145036\/Screen-Shot-2020-12-18-at-12.03.03-PM-1024x515.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18145036\/Screen-Shot-2020-12-18-at-12.03.03-PM-637x320.png 637w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18145036\/Screen-Shot-2020-12-18-at-12.03.03-PM-768x386.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18145036\/Screen-Shot-2020-12-18-at-12.03.03-PM-1080x543.png 1080w\" sizes=\"(max-width: 1098px) 100vw, 1098px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p>Though some industries pulled back TV spending, 18 of the 25 top brands tracked by iSpot actually increased impressions compared to 2019. And, tellingly, 2,587 brands either came back to TV or advertised for the first time in 2020.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1150\" height=\"626\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112629\/Screen-Shot-2020-12-18-at-11.26.16-AM.png\" alt=\"\" class=\"wp-image-9583\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112629\/Screen-Shot-2020-12-18-at-11.26.16-AM.png 1150w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112629\/Screen-Shot-2020-12-18-at-11.26.16-AM-300x163.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112629\/Screen-Shot-2020-12-18-at-11.26.16-AM-1024x557.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112629\/Screen-Shot-2020-12-18-at-11.26.16-AM-588x320.png 588w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112629\/Screen-Shot-2020-12-18-at-11.26.16-AM-768x418.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2020\/12\/18112629\/Screen-Shot-2020-12-18-at-11.26.16-AM-1080x588.png 1080w\" sizes=\"(max-width: 1150px) 100vw, 1150px\" \/><\/figure>\n\n\n\n<p>Why? Because TV advertising still works \u2014 incredibly well, if it\u2019s done right. Success these days just demands a little more flexibility (and the use of quality measurement, of course). Download the full 2020 year-end report.<\/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-white-color has-text-color has-background\" href=\"https:\/\/www.ispot.tv\/hub\/resources\/free-reports\/year-in-review-what-happened-in-tv-advertising-in-2020\/\" style=\"background-color:#77bd22\">Download Report<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>TV was turned on its head in 2020. But despite a lack of tentpole events like live sports for months on end, a lot of advertisers were able to make the most of these ridiculously challenging times by monitoring shifts in viewer behavior and adjusting their ad strategies to the \u201cnew normal.\u201d Viewership got more&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":9576,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/9575"}],"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=9575"}],"version-history":[{"count":4,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/9575\/revisions"}],"predecessor-version":[{"id":9590,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/9575\/revisions\/9590"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/9576"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=9575"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=9575"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=9575"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=9575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}