Total TV ad impressions on streaming and linear TV fell 3.73% to 4.23 trillion in the first half of 2024, according to a new analysis from iSpot.tv.
Primetime on ABC, CBS, NBC, and Fox accounted for 261.9 billion ad impressions and $3.97 billion of linear TV’s $22.2 billion ad expenditure.
Linear primetime impressions increased 2.62% from a year earlier, when original programming was restricted due to the writers and actors unions’ strike, and now account for 26% of all national linear TV ad impressions, according to iSpot.
Aside from weekend afternoons, all other dayparts for linear TV had reduced impressions, with daytime down 3.75%, early fringe down 1.36%, and early morning down 6.48%.
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Sports received high ratings on linear television. NBA basketball was the most popular program by reach in the first half, accounting for 2.06% of ad impressions. Ads on NBA programs also attracted 12% more attention than usual.
The Caitlin Clark effect increased the number of TV ad impressions for the NCAA Women’s Basketball Tournament (despite the fact that fewer games were played), whereas a seven-game Stanley Cup Final drove a 48% increase in ad impressions for the National Hockey League.
CBS had the highest share of TV ad impressions, accounting for 8.03 percent.
Telemundo’s ad impressions increased 13%. MSNBC gained 2.4%, while Hallmark Channel increased by 2%.
Men’s college basketball, the NFL, Law & Order: Special Victims Unit, NCIS, Good Morning America, Friends, The Price Is Right, The Big Bang Theory, and SportsCenter were the next most popular programs after the NBA.
Progressive, Domino’s, Burger King, Verizon Communications, Liberty Mutual, Consumer Cellular, Wendy’s, Subway, TurboTax, and Allstate were the top marketers in terms of impression share.
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