Top TV Networks See Higher Online ROI For TV Advertisers
- by Wayne Friedman , December 28, 2023
In 2023, top TV networks continue to see growth for their advertisers' TV investment (ROI) in online engagement activity, according to one TV advertising measurement company.
Those gains were generally up year-to-year by 12% to 40% depending on the network, according to EDO Ad EnGage estimates for the January 1-December 28 period.
CBS was up 25% from a year ago, seeing a rise of 274,400 online engagement activities in the immediate minutes following an an airing of a TV advertisement.
Fox improved 32% (up 170,690 in the minutes following an ad), while ABC was also up 32% (to 227,600).
NBC was slightly down from a year ago at 4.6%, but still added 232,850 online engagement activities per TV airing.
Top cable networks also witnessed growth: Fox News Channel, up 12.4% (to 177,230); MSNBC, rising 45% (to 87,280), and ESPN, up 15% (to 161,960).
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In terms of total overall impressions for the calendar year-to-date, ABC made the biggest gains year-over year -- partly attributable to its airing of “Monday Night Football” -- rising 28% to 470.6 million.
CBS improved 10% to 570.9 billion, while Fox was up 4% (to 163.1 billion) and MSNBC added 3% (to 169.9 billion).
Networks that experienced declines included Fox News Channel, down 9% (to 289.3 billion); NBC, down 4% (to 382.2 billion); and ESPN, dropping 7% (to 184.4 billion).
Wayne, as I understand it, this company determines---or estimates--- how many responses each commercial's national exposure generates in terms of online activities in the minutes following the ad exposure---- such as searches for relevant information, visits to the advertiser's website, etc. Without quibbling about what kind of sample is utilized, how long after the exposure took place the online activity was noted, who in the household responded versus who in the household "watched" the commercial, etc. let's assume that the information is accurate. Which raises questions as the report indicates huge swings in "outcomes". For example, an average FOX commercial---I assume this refers to the prime time entertainmant shows---- generated 32% more online activities than last year and ABC matched this while CBS was up by 25%. But poor NBC was down by 5%.
Usually when such fairly large network wide changes are observed the researcher supplies some theory as to what accounted for them. Were the programs across the board that much more engaging? Or were the mass of commercials suddenly more effective? Or Did the mix of advertisers radically alter from one year to the next? Did the folks at EDO offer any thoughts about this in their release? Just curious.