TV advertising’s top 3 growth categories revealed: Datacenter Weekly
Also: Your guide to Ad Age Leading National Advertisers 2022, macroeconomic news in a nutshell and more.
Konoly
TV advertising’s top 3 growth categories
TV advertising analytics firm iSpot.tv is out with fresh data about the state of the TV ad market during the first half of 2022. A few key insights that iSpot shared with Datacenter Weekly first:
• The three marketer categories that saw the most year-over-year first-half growth in their TV ad impressions are travel (up 93%), sports betting (+81%) and movie studios (+64%).
• TV continues to be incredibly dependent on live sports for ad deliveries. Some 25.5% of all H1 2022 TV ad impressions delivered during new-episode programming came via live sports telecasts—up from 22.4% in H1 2021. (Part of that boost was due to the Winter Olympics.)
• The top five networks by TV ad impressions share of voice (SOV) in H1 2022, according to iSpot: CBS, ABC, NBC, Fox News and CNN, in that order.
A bull market for political advertising
Total campaign ad spending for U.S. Senate, U.S. House, gubernatorial and other races in the midterm elections has surged past $2.4 billion, according to the latest Ad Age Campaign Ad Scorecard analysis. That tally includes TV, radio and tracked digital advertising from Dec. 28, 2021, through Election Day as of July 25, 2022, and includes spending by the candidates’ campaigns and the political action committees supporting them, as well as selected local and state campaigns and issue-oriented campaigns supporting or opposing ballot measures.
Speaking of ballot measures, California media owners and operators are seeing a major windfall thanks to Proposition 27, a measure to allow online sports betting. So far, three organizations have burned through a total of $118 million to strafe voters with advertising either supporting or opposing 27—and Golden State residents will likely see tons more ads over the next few months, given that pro- and anti-27 groups are together closing in on raising a quarter billion dollars.
Incidentally, a big chunk of money on the pro-27 side is coming from three big national brand marketers in the gambling space—DraftKings, FanDuel and BetMGM.
