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TV Ad Impressions Grow, Sports Programming Pushes Higher Results: iSpot.tv

• by Wayne Friedman , Today

Traditional TV programming viewership may continue to sink -- but TV advertising impressions keep growing.

Total day and prime-time TV advertising impressions are higher this season so far versus the year before -- up 6.8% (to 1.88 trillion) and 4.7% (to 678.2 billion), respectively, according to iSpot.tv.

Impressions data tallies a total 155 broadcast and cable networks from September 6, 2021 through May 8.

An impression, according to iSpot.tv, is defined as continuous viewing matched on a TV set for six seconds -- the shortest ad unit.

Data comes from across 51 million smart TV sets and set-top boxes, which is projected for “accurate representation of U.S. households.”

Higher advertising impressions were partly attributable to the growth in sports programming. NFL programming dominated the top program list for share in TV ad impressions with 9.1%.
College football was next at 3.8%, followed by college basketball (Men’s) at 2.5%; and the NBA with 2.1%.

Next come two TV network early news shows -- ABC’s “Good Morning America” with 1.8% and NBC’s “Today” at 1.5%.

Then comes Major League Baseball programming at 1.3%, followed by CBS’ “The Price is Right” at 1.2%; CBS’ “The Young and the Restless” with 1.2%; and ESPN's SportsCenter” at 1.1%.

CBS tallied the greatest share of total TV ad impressions by network at 16.5%, followed by NBC with 12.4%; ABC at 11.9%; Fox News Channel (8.9%); ESPN (5.4%); CNN (4.3%); MSNBC (3.8%); Univision (3.8%); and Telemundo (2.4%).