Latest news with #iSpot
Yahoo
13-05-2025
- Business
- Yahoo
Linear ad spend grew in Q1 despite economic uncertainty: iSpot
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Despite linear TV ad impressions declining 4.25% year over year in Q1 2025, ad spend on the channel grew 4% to $12.34 billion, per a report from iSpot shared with Marketing Dive. The total signals a sharper focus on quality placements amid economic distress. Streaming impressions accounted for nearly 14% of total TV ad impressions in Q1, an increase from early 2023, when the channel accounted for 6% to 8% of monthly impressions. Linear TV's share narrowed to 86%, a decline from 92% in early 2023. While an average of 32% of upfront budgets are now allocated to streaming platforms, many marketers lack key contextual data from streaming partners needed to optimize spend. Only 44% of marketers receive programmatic data and 48% receive attribution data, per iSpot. The upfronts, the annual season for brokering advertisers commitments, is here, and marketers are ready to bet on streaming. A third of advertisers are allocating almost half (48%) of their upfront commitments to streaming, according to iSpot's 'Q1 2025 TV Ad Transparency Report.' Still, while streaming is increasingly being placed at parity with linear TV, challenges remain. Eighty percent of advertisers receive reach and frequency data and 61% get demo info from streaming partners, per iSpot, but many don't receive contextual performance data, adding difficulty to their ability to optimize spend. Even as marketers increase streaming budgets, linear TV still has a place. Though impressions fell year over year in Q1, spending increased, a signal that advertisers are getting savvier with their investments, according to Mark Myers, iSpot's chief commercial officer. 'The rise in linear TV ad spend, even as impressions softened, shows that brands aren't pulling back, they're getting smarter—prioritizing precision, tailored placements and measurable outcomes," said Myers, in release details. 'Brands that are finding success with their campaigns are pairing quality media mixes with outcome-driven strategies beyond surface-level metrics.' National linear TV continues to center around sports and news. Most of the top 20 networks experienced an ad reach decline in Q1, except for those focused on news, sports or both. Live sports continue to prop up the market, with the top three programs of Q1 being men's college basketball, the NFL and the NBA. Household reach for the Super Bowl rose 4.55% year over year, despite a viewership drop of 1.75%. The men's NCAA basketball tournament delivered 26.22 billion linear TV ad impressions, up 15.5% year over year. While live sporting events were able to bump linear TV's performance, they weren't able to make up the ground lost to streaming. The growth of ad-supported streamers like Netflix and Amazon Prime Video since 2023, along with the broader cultural shift towards streaming, is compelling more advertisers to focus on cross-platform strategies. The shift toward streaming corresponds with an overall increase in digital video ad spend, which is expected to grow 14% in 2025 to $72.4 billion. Digital is projected to account for 58% of video spending this year, up from 51% in 2024. As upfront commitments begin, marketers are making outcomes a top priority. Fifty-three percent of survey respondents said outcomes are the most important factor when it comes to media buys, followed by value at 27%. iSpot's 'Q1 2025 TV Ad Transparency Report' analyzed 224 billion linear and connected TV ad impressions from 87 brands across 12 product categories. To get a sense of budgets, the measurement company surveyed more than 260 marketers from 208 brands and agencies ahead of the 2025-26 upfronts. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Bloomberg
12-05-2025
- Business
- Bloomberg
TV's Yearly Pitch to Sponsors Runs Headlong Into Trump's Tariffs
Media companies begin showing off their new TV lineups this week to advertisers anxious about trade wars and an uncertain economy. Just 28% of marketers plan to increase their ad purchases during the so-called upfront period that starts Monday in New York, according to iSpot, a market researcher. It's during this period that sponsors make their advertising commitments for the fall TV season.
New York Times
09-02-2025
- Entertainment
- New York Times
Super (Data) Bowl: Patrick Mahomes, Chiefs dominate TV ad spots this season
As the Patrick Mahomes 'GOAT NFL playoff QB' debate rages on, he has already clinched one title this season: The three-time Super Bowl MVP appeared in six campaigns during the past NFL season and hundreds of cumulative ad spots, per data from iSpot, tops on a list of nearly 100 current and former NFL players, along with a handful of other stars from sports, who were featured in TV ad campaigns throughout the season. Advertisement Data note: iSpot tracked more than 3,400 NFL game broadcast ad spots over the regular season and playoffs. The data only includes traditional broadcast spots during NFL broadcasts and excludes any streaming-specific ads. Mahomes' spots include several brands that have made him near-ubiquitous when fans are watching football on TV over the past season, including State Farm, T-Mobile and Head & Shoulders shampoo. Three others include adidas, Dick's Sporting Goods and Doritos, which has made Mahomes the center of its Super Bowl pregame ad campaign. Given that data about Mahomes, it won't be surprising that the NFL team with the most accumulated TV ad spots was the Kansas City Chiefs. In fact, Mahomes — by himself — was in more TV ad spots than all the other players and coaches on the Chiefs combined. Three former players come in directly behind Mahomes: Peyton Manning, J.J. Watt and Rob Gronkowski. The Kelce brothers — Travis, the Chiefs star tight end and beau to Taylor Swift, and Jason, the recently retired other half of the siblings' wildly popular "New Heights" podcast — slot into fourth and fifth place, each repping four brands. Typically, a player's success or team's success in the previous season would have a big impact on their ubiquity on TV ads the next season. But — as with their superlative performances winning back-to-back Super Bowl championships and going for an unprecedented third title in a row — the Chiefs' advertising exposure during NFL games is off the charts. Keep up with The Athletic's complete coverage of Super Bowl LIX here. (Illustration: Kelsea Petersen / The Athletic; photo: Michael Owens / Getty Images)
