TV Ad Impressions 2020: Streamers Up 93%, Insurance Dominates Most-Seen Brands

Streaming services showed the largest TV advertising impressions growth of all categories in 2020: up 93.5% compared to 2019, according to iSpot’s year-end TV advertising insights report.

“The streaming services category exploded, of course, and new and old services used TV ads to fuel their expansion,” notes the report, which …

1 comment about "TV Ad Impressions 2020: Streamers Up 93%, Insurance Dominates Most-Seen Brands".
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  1. Tony Jarvis from Olympic Media Consultancy, December 23, 2020 at 4:56 p.m.

    Karlene: My understanding is that iSpot measures "viewable impressions" (per the MRC defintion) and not target audience impressions as generally reported by the syndicated media measurement currency services and used in media planning and buying.  Neither of these "impressions" come close to actual "viewing" by a target audience without which there can be no brand outcomes.  (Are you "listening" or "hearing" Wayne Friedman?)  In addition, my understanding is that MRC has stated that "viewable impressions," which are merely a measure whether an ad was rendered to specifications to a screen, is not a media currency. 
    Based on the extensive misuse, deliberate abuse or inaccurate use of the media terms: impressions, audience, viewing, reach, etc. by the industry, including the trade press, I respectfully suggest that Media Post as the industry leader always uses the established correct terminology and/or advices the reader of the way a term is being by a company being reported relative to its generally accepted established defintion.  It would be a great service to the accuracy and accountablility some of us strive for and would go a long way to eliminating what surely amounts to "fraud" in certain circumstancess. 

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