Big 4 Primetime Rises In 2024, Even As Overall TV Ad Reach Dips

iSpot’s H1 2024 TV Transparency Report reveals that although overall household TV ad impressions were down year-over-year, primetime was powering up. Thanks in part to sports and other premium programming, the daypart accounted for over a quarter of all TV ad impressions in the first six months of 2024, and increased impressions by 2.62% year-over-year. 

• In total, there were 4.23 trillion household TV ad impressions January through June, a 3.73% decrease from the same period in 2023. 
• Despite relatively static spend, the Big 4 networks saw primetime TV ad impressions grow by 14.27% year-over-year. 
• Daytime TV network promo loads increased notably on Fox (44% more daytime promo minutes), TBS (+35%), Fox News (+43%) and CNN (+25%).