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iSpot.tv report: Spanish-language programming and live sports drive ad impressions in the first half of 2022

August 12, 2022

Maribel Ramos-Weiner

Streaming

Spanish-language networks, led by Telemundo, Univision, and UniMás, grew their share of ad impressions by almost 11% in the first half of 2022, according to a new analysis from iSpot.tv. While live sports accounted for 25.5% of TV ad impressions, up 3.1% compared to the same period in 2021. The latter was boosted by the NBCU Winter Olympics, the Super Bowl, the NFL and NBA Playoffs.

According to the analysis results, despite the audience shift to streaming, live TV continues to deliver results for advertisers, increasing impressions by 7.29% year over year. However, iSpot.tv suggests that advertisers invest between 30% and 40% of their advertising budgets in OTT programming; much more than the 9% they invested during the first half of this year.

In terms of categories, travel saw the largest increase with 93% in ad impressions compared to last year, due to fear of traveling in the face of the pandemic; followed by sports betting with an increase of 81% and, in third place, movie commercials that climb to 64%, thanks to the released of long-awaited films that attracted the public to the movie theaters.

The Top 10 brands ranked by impression share were Liberty Mutual, Progressive, GEICO, Indeed, T-Mobile, Balance of Nature, Allstate, Subway, Verizon, and Toyota.

The LiMu Emu and “Doug” were the most-seen individual spokespeople in H1 2022, but they were still outpaced by kids, dogs, cats, and babies by share of TV ad impressions.