H1 2024 Streaming vs. Linear Insights

As achieving wide reach on linear TV becomes increasingly challenging, many brands have added streaming advertising to the mix as a way to reach viewers watching limited to no linear programming. iSpot’s H1 2024 TV Transparency Report highlights share of voice variations when it comes to linear vs. streaming across the major brands in three key industries: insurance, QSR and automakers. 

• Among the top insurance brands, Progressive led for SOV on both linear (31.4%) and streaming (27.6%). Liberty Mutual focused more on linear (16.1% SOV), while streaming ruled SOV for Allstate, GEICO and State Farm.
• Looking at top QSR brands, Taco Bell ranked first in streaming SOV (10.69%), while Burger King leaned into linear (13.64% SOV). 
• Jeep and Ram outpaced other automakers for streaming SOV (9.63% and 10.13%, respectively), while Toyota’s lead in linear SOV (9.78%) was fueled in part by its investment in sports.