Most-Seen Industries on Linear TV: QSRs Sizzle, Autos Down-Shift

The current economic uncertainties in the U.S. are already prompting changes in how some industries advertise on national linear TV.

According to iSpot’s Q1 2025 TV Ad Transparency report, automakers — a category that absolutely is impacted by tariffs — saw decreased reach year-over-year. On the flip side, quick-serve restaurants leaned into price-focused messaging during the quarter, and grew TV ad reach. 

• National linear TV ad reach for automakers declined from 3.24% of household TV ad impressions in the first quarter of 2024 to 3.07% in Q1 2025. Hyundai took first place for the most-seen auto brand. 
• QSR ad reach rose from 3.91% to 4.20% year-over-year in Q1, with Burger King as the category’s top linear advertiser. 
• Banking and payment brands also grew linear TV ad impressions year-over-year, from 1.13% to 1.47%, reflecting a market that may lean into credit card usage more due to financial pressures. JPMorgan Chase Banking led the way as the top banking advertiser. 

Get more details and download the full report from iSpot here, and contact an analyst at The Measure to talk more about the TV ad measurement insights you value most.