iSpot, the TV measurement company, released its 2022 TV advertising trends report, including insights on the top programs, networks and program genres by TV ad impressions, along with which shows provided the most reach for dollars spent by brands.

After Dupixent toppled AbbVie’s long-standing reign with Humira in 2021, it continued that run for much of the first half of 2022, and it seemed inevitable that the crown would stay with the immunology blockbuster for two years in row.

AbbVie, however, had other plans. A late spurt in spending from the Big Pharma for its JAK inhibitor Rinvoq stopped Dupixent in its tracks, with AbbVie spending a major $315.8 million on all TV ads for the drug in 2022, according to data shared with Fierce Pharma Marketing from real-time ad tracking specialists iSpot.TV.

VIZIO and the Video Advertising Bureau (VAB) both created “calibration panels” last year.

VIZIO is building its calibration panel using its own ACR data from Inscape, which it matches with third-party IDs to determine optimal reach and frequency for specific campaigns by population (such as, say, Black or Asian Americans) based on viewership at the household level.

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing TV’s most-promoted programming ranked by ad impressions. Our data covers the seven-day period through January 8.

ABC’s new police procedural drama Will Trent is No. 1. Fox also makes a showing with a new police procedural drama, taking second place for Alert: Missing Persons Unit. The network grabs fourth place as well to promote its new celebrity reality competition Special Forces: World’s Toughest Test.

According to iSpot.tv data, from mid-September through mid-December this new syndication season, advertisers had placed almost $300 million on 10 syndicated shows, including $51.8 million on Family Feud.

Family Feud also recorded 8.81 billion TV ad impressions, or ad viewers, while Jeopardy recorded 1.65 billion TV ad impressions and Wheel of Fortune drew 1.09 billion TV ad impressions for the first three months of the new season, according to iSpot.tv data.

National TV advertising spend on five networks -- Fox, CBS, NBC, ESPN and ABC -- was $5.8 billion, according to iSpot.tv -- from 77,919 airings, pulling in 153.3 billion impressions.

It does not include data from Amazon Prime Video’s “Thursday Night Football.”

A year ago -- when including “TNF” on Fox/The NFL Network -- total spend was $6.1 billion, per iSpot.

The airline has so far has communicated its response on its social channels. But its national TV advertising has continued without mentioning the situation—the only spot to get national airtime since Dec. 28 is one called “Souvenirs,” which encourages sports fans to use the airline to follow their favorite teams where they play, according to ad tracking service iSpot.

Nielsen has been under intense pressure to modernize its media-measurement capabilities in the streaming era.
The firm faced more scrutiny after the Media Rating Council, which serves as the industry's de facto watchdog, suspended Nielsen's accreditation status.
That pressure has made way for rival companies such as iSpot and VideoAmp to gain more attention.

While Roku announced last week that it has 70 million active accounts — up from 65.4 million at the end of Q3 2022 — “Roku is still mostly just U.S. They haven’t had much success outside,” said Alan Wolk, co-founder and lead analyst for consulting firm TVRev.

“LG and Samsung are global brands and dominate most markets. They’re both in pretty much every country in the world,” said Wolk.

Kristin Wnuk has joined Madhive as SVP of Sales. Wnuk launched the local advertising sales departments at Roku and Hulu.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company. (Scroll down to watch them all.)

A few highlights: A collapsing kitchen table somehow doesn’t faze a family enjoying their morning orange juice in the latest installment of Tropicana’s “Sip Your Sunshine” campaign. Shipt says it

The content shifts and fluctuating beauty landscape have diminished Yarbro’s and his brand’s social media power. Influencer marketing platform CreatorIQ figures Selfless by Hyram’s community size, posting activity and earned media value, an estimated value of social engagement with digital earned media, have been declining since the second half of last year. Item Beauty has fared better. CreatorIQ data shows its EMV dipped slightly, but its community size and posting activity have jumped.

To change this, Whalar collaborated with third-party platforms Element Human, GWI, NetBase Quid, Nielsen, Tubular Labs and VidMob to develop full-funnel measurement solutions that allow marketers to more accurately assess and scale creator-led campaigns in ways that evaluate the actual content. The new suite of solutions repurposes existing tools to help advertisers identify the value of the creator-led work, brand equity, KPIs, sales volume and proper optimization in order to create more efficient media plans.

And major media companies have already been pursuing tests and partnerships for new currencies, with a crop of emerging data players such as iSpot.tv, Innovid, Samba TV, VideoAmp, as well as Comscore carving out or strengthening spots in the ecosystem.

NBCU is one of the companies using iSpot.tv data, following tests during the Super Bowl and Olympics, including as currency for national ad buys at the 2022 upfront. iSpot in 2022 struck a deal with Conviva to incorporate network streaming app programming data into its product, and separately invested in startup TVision to advance its person-level panel.

iSpot.TV, another company leading the charge to provide an alternative to Nielsen, wanted more specifics on the JIC plan.

“While iSpot awaits details on how to participate in the certification process, as careful stewards of second-by-second ad measurement for hundreds of brands and partners to all TV networks, we can already confirm iSpot will invest in deepening its relationships with all parties involved,” the company said in a blog post.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company. (Scroll down to watch them all.)

A few highlights: Burger King hypes its $5 Your Way Meal. Blake Griffin stars in a wry Daily Harvest spot. And Macy’s promotes its One Day Sale on coats, designer boots, handbags and more.

Disney/20th Century Studio's “Avatar: The Way of Water” has spent $32.7 million on national TV advertising for its entire campaign so far, according to estimates from iSpot.tv, and has delivered 2.15 billion impressions from 8,168 airings.

In recent months, a TV industry long measured by Nielsen has introduced a group of new vendors the networks hope will prove adept at counting digital and mobile viewing sessions. Advertisers seem willing to experiment with technologies provided by companies like iSpot, VideoAmp, ComScore and Samba. But some advertisers have balked at the prospect of having to do deals with one TV network based on one group of measurement offerings and transactions with a rival based on a different set of methodologies.

Why it matters: The TV industry has been seeking out alternatives to Nielsen. Newer measurement companies like iSpot and VideoAmp have raised significant capital but still have to overcome advertisers' reliance on traditional methods and establishing trust in the community.