TV ADVERTISING

TV Tackles 2023's Tests With More Ads

John Cassillo

Jan 9, 2024 • 1 min read

(Downy ad screenshot via iSpot)

With less scripted programming in 2023 – and no Olympics or Men's World Cup – TV had some adjustments to make in order to maintain its ad reach relative to the year before. In its upcoming TV Transparency Report, iSpot reveals some of the top takeaways from 2023:

TV delivered 8.50 trillion ad impressions in 2023; up 1.8% year-over-year.
But at least some of that slight uptick was fueled by increases in national TV ad airings and ad minutes (both up 2.2%, respectively, YoY).
Without the Olympics or Men's World Cup, est. national TV ad spend declined by 4.7% YoY.
The challenges of 2023 also showcase the critical importance of streaming – and transparent streaming measurement – as audiences fragment and some behaviors move away from live TV.