CPG TV Advertising Knows Drama

According to a new report from iSpot, Q3 household TV ad impressions for consumer packaged goods climbed nearly 11% year-over-year on national linear TV. Notably, CPG brands spent the quarter leaning into program genres like drama & action, which have been effective at providing TV ad reach.

• Drama & action shows accounted for nearly 16% of CPG TV ad impressions in Q3, delivering 8.6% more ad impressions YoY for CPG brands.
• Combined, Law & Order: SVU, NCIS and Chicago Fire were responsible for more than a quarter of those drama & action impressions. ION delivered 24.1% of the industry’s drama & action ad impressions, showing the power of re-air programming for CPG. 
• Primetime CPG TV ad impressions grew slightly year-over-year in Q3 as brands focused on re-airs of programs like Everybody Loves Raymond and crime procedurals, plus America’s Got Talent and (come September) college football.
• Daytime CPG TV ad impressions grew as well, thanks to significant increases during soap operas like The Young and the Restless (+26% YoY) and General Hospital (+48% YoY).