Sitcom Syndication Pushes TBS TV Ad Reach Rise

TBS household TV ad impressions grew by 3.1% year-over-year in Q1 2024. But despite the network playing home to plenty of basketball action during the quarter, it was actually sitcom syndication that drove the network's climb. Data from iSpot's recent Q1 TV Ad Transparency Snapshot dives in further:

• TBS moved from No. 13 to No. 10 by share of Q1 TV ad impressions, but March Madness wasn't the culprit – even after the 2024 NCAA Men's Basketball Tournament grew its ad reach year-over-year.
• Instead, it was sitcoms pushing TBS higher up the rankings; sitcom TV ad impressions grew by 12.5% year-over-year for TBS and accounted for 71% of the network's impressions for the quarter.
• In Q1, The Big Bang Theory and Friends delivered nearly 58% of TBS ad impressions on their own – up from 40% in Q1 2023.