Although household TV ad views and airings increased in 2023, national TV advertising spend declined 4.7% to $43.71 billion from 2022.
For much of the first half of the year, there was broad slowness in the TV advertising market, particularly in short-term “scatter” market deals.
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There were also unflattering comparisons to the previous year, when the Winter Olympics broadcast and midterm elections were held.
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The TV/media measuring organization said that national household impressions increased 1.8% to 8.5 trillion, while national TV commercial airings increased 2.2% to 44.5 million. Total national TV advertising minutes increased 2.2% to 18.4 million.
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Looking to meet brand demand in the face of falling linear TV reach and ratings points, the top four broadcast networks aired 2.9% extra minutes of national advertising in prime time in 2023.
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While streaming platforms are quickly expanding, their advertising loads are far less than linear TV networks, at roughly five minutes per hour.
CBS leads the way with 7.2% of TV advertising impressions, followed by ABC at 6.5%, NBC at 5.5%, Fox News Channel at 3.8%, Ion Network at 2.7%, ESPN at 2.7%, and Fox Television Network at 2.5%.
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As expected, the NFL ranks first in terms of TV ad impressions across all four major broadcast TV networks (and their streaming platforms), with a 3% share.
College football earned a 1.7% share, followed by “Law & Order” (1.3%), NBC (1.2%), and “Friends,” “Good Morning America,” and “NCIS” (0.9% apiece).
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