While TV network prime time continues to see a pullback in viewing, total linear daytime ad impressions have grown -- up 1.3% for the just-completed TV season, according to iSpot.tv.
This amounted to 860.3 billion impressions, which resulted in a 17.7% share of all linear TV viewing for the period from September 5, 2022-May 29, 2023.
At the same time, prime time was down 3% to 1.2 trillion impressions, sinking to a 25% share from 25.4%. Looking at just the three TV networks' daytime programming, ABC, CBS and NBC were collectively up 9.5% in impressions.
CBS continues to have the biggest share, far and away, at 12.4%. ABC was next at 7.8%, followed by Fox News Channel, at 4.6%; NBC, 4.4%; CNN, 3.5%; ION, 2.7%; Univision; 2.4%; ESPN, 2.3%; and MSNBC 2.2%.
The big three cable TV networks also saw gains: Fox News Channel (2%), CNN (5%), and MSNBC (42%).
The top four programs in terms of the share of daytime TV ad impressions are CBS' “The Price Is Right,” 3.5%; CBS’ “The Young and the Restless,” 2.8%; ABC's “The View.” 2.6%; CBS’ “Let's Make a Deal,” 2.3%; and CBS' “General Hospital," 2.1%.
Top program genres include: Drama/action, 13% share; Talk, 10.7%; Reality, 10%; General News, 8%; and Soap Opera, 7.7%.
advertisement
advertisement
Wayne, the numbers cited are very different from what everyone thinks has been happening---if they are intended to represent viewing time related to ad "exposures". For example, the broadcast TV networks are up by a fair amount when you combine the daytime and primetime stats and CNN is awfully close to Fox News in "impressions" per this source---is that because CNN airs three times as many commercials as Fox while reaching a third or fewer viewers---- or what?Is NBC really trailing ABC by that much? Are these findings being overly influenced by the number of commercial placements---which generate "impressions" ----and do they reflect what's happening nationally---on all kinds of sets and devices not just "smartsets in an ACR panel-----or should questions be rasied---and answered?