State of the Screen: Advertising on TV 2018

Transcription

1 Title Sub-Title An ispot Insights Report State of the Screen: Advertising on TV 2018 (Jan 1, 2018 Dec 31, 2018)

2 Introduction State of the Screen: Advertising on TV 2018 was a transformative year in TV advertising. Brands started shifting from GRP-based buying to audience buying. They are doing so by connecting digital segments to TV segments which allows for deterministic targeting and predictive buying. Networks like NBCUniversal, with the help of ispot, started selling based on what matters most to brands: business outcomes. And as the TV business continues its movement towards more digital measures, brands enjoyed a new unprecedented understanding of creative performance using attention metrics. And yet, linear, VOD, time shifted and OTT advertising continued to connect with audiences at a steady clip. More than 7,654 brands spent $69.5B in 2018, an increase of 2.5% year over year. And while there were less original ads in 2018 than the year prior (-16%), an increase in airings by 7% contributed to a 6.9T increase in TV device impressions in the calendar year. The following report shares some of the leading brands and industries that continued to find a return on investment in TV. If you have questions about your industry or how your brand can track TV ads to business outcomes, drop us a note.

3 Top Parent Brands (by Est. Spend) Brand Airings TV Ad Impressions Est. Spend Procter & Gamble 990, ,260,487,082 $2,193,593,456 GEICO 323,171 67,459,355,028 $1,199,622,989 Pfizer, Inc 160,847 64,918,615,774 $1,160,748,004 General Motors 169,573 76,094,267,060 $993,216,159 AT&T 187,213 53,962,441,621 $981,959,196 Yum! Brands 340,487 79,565,281,229 $920,121,778 PepsiCo 479,739 84,809,001,947 $902,642,941 Progressive 215,592 49,916,073,972 $839,410,316 Toyota Motor Corporation 150,791 56,609,724,383 $830,867,825 Deutsche Telekom 152,552 40,960,029,940 $810,358,556

4 Notable Placements by Top Brands (by Est. Spend) Ranked by Largest Spenders on TV in Largest share of Impressions with $0 spend on TV ads: Smithsonian Institution

5 Top Networks (by TV Ad Impressions) Network TV Ad Impressions Airings Attention Score CBS 344,855,885, , NBC 333,487,049, , ABC 258,555,582, , ESPN 253,156,496, , Fox News 187,372,737, , HGTV 186,554,394, , FOX 150,713,503, , TBS 139,423,453, , TNT 129,686,672, , Food Network 124,097,053, ,

6 Creative Standouts Redbull s Top of the Mountain was the best performing ad of 2018 overall and for the brand. Delivering an Attention Score of this ad was interrupted 78% less frequently than the industry average while generating over 356M TV Ad Impressions. First Response s Baby s First Home delivered an Attention Score of This ad was interrupted 75% less frequently than the industry average while generating over 148M TV Ad Impressions. Maytag s Delivery delivered an Attention Score of This ad was interrupted 73% less frequently than the industry average while generating over 529M TV Ad Impressions. Penn Foster s You CAN Earn Your High School Diploma delivered an Attention Score of This ad was interrupted 71% less frequently than the industry average while generating over 73M TV Ad Impressions. Autism Speaks Signs of Autism Jacobs Story delivered an Attention Score of This ad was interrupted 71% less frequently than the industry average while generating over 82M TV Ad Impressions.

7 Top Movie Trailers (by TV Ad Impressions) Movie Trailer TV Ad Impressions Attention Score Airings Widows 465,967, Green Book 403,844, Alpha 292,909, A Dog s Way Home 275,583, ,068 Christopher Robin 237,216,

8 Audience Big 4 Broadcast Demographics 2018 Age Gender Male 51% Female 49% Total Broadcast Demographics 2018 Age Gender Male 53% Female 47%

9 Center of Attention: Navy Federal Credit Union Navy Federal Credit Union delivered 2.6B TV Ad Impressions in 2018, making them the #5 bank brand by total TV Ad Impressions, for the year. They ran 26 different versions of 16 unique spots, which is a lot for a bank. This mix, along with a number of strong individual creatives, allowed Navy Federal Credit Union to achieve significantly stronger ad attention than its competitors. Navy Federal Credit Union s strongest performing ad Tiny Food debuted on Oct. 4, Attesting to its creative strength (humor + brotherly love), it generated over 423M TV Ad Impressions. Its Attention Score of generates an Attention Index of 143 versus the Banking Industry benchmark, and 134 versus the NFCU benchmark. This means that the spot experiences 43% fewer interruptions than the average banking spot, and 34% fewer interruptions than the average NFCU spot. Top Networks NBC ESPN Fox News FOX TBS Top Shows NFL Football 2018 NCAA Basketball Tournament 2018 Winter Olympics College Football SportsCenter Navy Federal Credit Union s strategy consists of spreading its TV impressions across many different creatives. While Tiny Food ranked #1 for in total TV impressions in 2018, it ranked only #23 among all banking spots, and yet NFCU ranked #5 among all bank brands in terms of total TV impressions. Spreading its TV impressions across many creatives has allowed NFCU to keep its creatives fresh. This, coupled with the spots compelling content, has allowed NFCU to hold consumers attention with its television advertising.

10 Navy Federal Credit Union s Minivan spot has an Attention Score of and an Attention Index of 167, benchmarked against all banking spots during the same timeframe, this spot gets 67% fewer interruptions than the average spot. Despite holding attention far better than any other spot, Minivan ranked #10 among their 16 commercials in terms of total TV Ad Impressions. Minivan received over 106M TV Ad Impressions (about a quarter less than Tiny Food ). Knowing this, they may want to consider giving Minivan more airplay at the expense of lesser-performing spots, like Home Sweet Home, K-9, and Paint. Navy Federal Credit Union s Top Genres (ranked by TV Ad Impressions) TV Ad Impressions Sports: Pro Football 370,992,769 Entertainment: Reality 265, 819, 250 Entertainment: Movie 194, 961, 107 Sports: College Basketball 145,966,588 Sports: Sports Commentary 131,026,516 Navy Federal Credit Union ran a total of sixteen unique spots in However, only six of these spots debuted in 2018; Minivan, Zipline (free checking), Wallfish, Rowing, Military Family, and Ways to Service. All the other spots are older, some quite old. Pilot debuted in 2012! K-9 debuted in September 2016 (and may have run its course). This is a very good sign that these spots were creatively strong & resonated with the audiences that saw them.

11 ispot is a TV advertising measurement company that brings transparency, digital-like precision, and control to disruptive brands. The real-time platform empowers marketers with a complete view of advertising impressions, engagement, attention and conversion across all forms of TV, and connect those analytics to business outcomes. Request Demo Learn more at ispot.tv