Big Four Broadcasters Grow Reach With Fewer Ads
The big four broadcast networks increased linear TV ad impressions by 6.2% YoY despite a 2% decrease in ad airings, per iSpot.tv.
A recent analysis of the 2023-24 TV season by iSpot.tv reveals that even with entertainment work stoppages, top networks were able to overcome programming hurdles and deliver ad reach at similar levels year-over-year. An enhanced focus on sports, reality TV and strategic program reruns helped ensure broad reach and, for networks including ABC and CBS, supported an increase in impressions compared to the 2022-23 season.
- The big four broadcast networks generated 371.1 billion primetime TV ad impressions, an 8.8% year-over-year increase — notable, as this daypart was expected to be particularly impacted by the Hollywood strikes and ensuing schedule shuffling.
- There were 4.37 trillion national linear TV ad impressions across all networks, a 1.2% decrease from the same period in 2022-23.
- Combined, ABC, CBS, Fox and NBC generated 1.07 trillion linear TV ad impressions across all dayparts (+6.2% YoY), despite a 2% decrease in ad airings.
