iSpot.tv：2024年上半年电视广告透明度报告：塑造未来广告策略的洞察（中译版）（14页）.pdf

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1、The industry continues to witness TVs transformation in real time,as data from the first half of2024 reveals a landscape experiencing some major shifts.Top-line takeaways include:TV Reach Dipped,ButPrimetime Power Grew2H1 2024 TV TRANSPARENCY REPORT And thats just scratching the surface.iSpots lates

2、t transparency report dives into those TV adtrends and more from a memorable first half of 2024.Primetime Pours It On Despite reach decrease,primetimenow accounts for more than 26%of allnational linear TV ad impressions,and is growing(primetimeimpressions were up 2.62%YoY).Streaming vs.Linear MixIn

3、many instances,an industrys topbrands on streaming mimicked linearTV.However,there were also exceptionslike Taco Bell,which had a much higherQSR streaming ad reach SOV vs.linear.Barking Up the Right Tree Pet food,skin&foot care and snackfood were big YoY movers,all showingsignificant increase in rea

4、ch whileothers shifted strategies with newspots and different programs.Skating to SuccessSpeaking of sports,an exciting playoffand the Stanley Cup on ABC helpedthe NHL deliver 49%more TV adimpressions YoY(cementing hockeyas a top-20 program by ad reach).Reach Decrease Household TV ad impressionsdecr

5、eased by 3.73%during thefirst half of 2024,as mostdayparts saw ad reach decline.4.23T H1 Household TV Ad Impressions$22.2B H1 Est.National LinearTV Ad Spend261.9B H1 Primetime Big 4TV Ad Impressions$3.97B H1 Primetime Big 4Est.TV Ad Spend*All terms and definitions are defined in the glossary on page

6、 13.(-3.73%YoY)(-2.82%YoY)(+14.27%YoY)(+0.757%YoY)#1 TV Ad ReachA competitive playoff and thrilling StanleyCup Final on ABC helped fuel hockeys 49%ad impressions rise YoY,with the Cup up199%YoY despite a Canadian team(theEdmonton Oilers)playing.49%Rise in AdImpressions51M US Households3H1 2024 TV TR