2022-23 TV Season: Daytime Grows 1%, Prime Sinks 3%

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%.



1 comment about "2022-23 TV Season: Daytime Grows 1%, Prime Sinks 3%".
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  1. Ed Papazian from Media Dynamics Inc, June 5, 2023 at 2:04 p.m.

    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?

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