That’s the big news from iSpot, which has released its First Half TV Transparency Report reflecting advertising activity at television through June 30, 2023.

Based on its research, household TV ad impressions — a.k.a. the total audience reached by ads — climbed by 5.0% year-over-year.

iSpot said linear TV ad impressions grew by 5% to 4.21 trillion in the first half of 2023. At the same time, national TV ad spend dropped by 7.4% to $21.6 billion.

Articles have an offsite lifespan as well. With events like elections, we’ve found that pageviews from Search climb and peak on election night and then fall swiftly while Social traffic remains high in the days following the event. Tubular Labs has also seen a similar long tail in their social video research, reminding us that there are opportunities to engage readers even after they leave your site.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.

For the second week in a row, Subaru owns two of the five most-seen auto TV ads, per iSpot data shared with WardsAuto. The spots take first and second place — up from third and fourth last week. While they have similar estimated national TV ad spend, impressions and top programs/networks for impression delivery, the commercials take drastically different tones. The first-place spot (229.2 million impressions) highlights the automaker's "Love Promise," while the No. 2 ad (223.5 million impressions) spreads the news that Subaru was named the 2023 Best Mainstream Brand by Consumer Reports.

Subaru is far and away the winner when it comes to most-seen auto TV ads for July 3-9, with two spots racking up 452.6 million TV ad impressions – more than the other three ads on iSpot’s ranking combined. Although the spots have similar outlay, impression counts and top networks and programs for impression delivery, each set a very different tone. The first-place commercial explains how Subaru has helped nearly 300,000 cancer patients nationwide through its “Love Promise,” while the No.2 ad proudly shares the news that Consumer Reports named Subaru the 2023 Best Mainstream Brand.

CreatorIQ, the end-to-end creator marketing platform, has released findings from its Unleashing the Power of Creators report, demonstrating a direct correlation between influencer marketing investment and increased ROI.

Dupixent, a drug for eczema and asthma, topped iSpot's June ranking of over-the-counter and prescription drugs by impressions share of voice (SOV). It was also No. 1 in May. The brand had a 4.57% impressions SOV with an estimated national TV ad spend of $21.4 million for the month.

Finally, even marketing automation platforms are getting in on the act, with Selligent converging SaaS marketing and sales tools in its Selligent Experience Cloud.  

When it comes to specific sectors, high technology led the way with 85 deals in the first half. One notable deal was Goldman Sachs‘ $300 million investment in Madhive, an advertising software company focused on TV advertising.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.

According to Chartmetric data and Billboard chart positions powered by Songtradr-owned Tunefind, the show’s sync placements have profoundly impacted younger audiences. These new audiences actively sought out older tracks, resulting in notable increases in Shazam activity and, in some cases, triggering millions of new streams and views on platforms like Spotify and YouTube.

Cian Agnew, Executive Director of Client Partnerships at Wunderkind, commented: “There are valuable lessons in the research for brand marketers in the face of economic uncertainty. While 70% of luxury consumers are confident about their personal economic outlook for 2023

The outlook for luxury shopping in 2023 is very positive, according to exclusive research of 500 luxury shoppers conducted by Wunderkind, the performance marketing solution that scales one-to-one messages for retailers and brands.

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A new report from creator marketing platform CreatorIQ reveals a direct correlation between creator investment and increased brand ROI, demonstrating the value of influencer marketing.

Creator marketing platform CreatorIQ is developing new metrics to help advertisers measure the impact of creator campaigns against traditional digital marketing as the influencer and creator economy hopes to become a more established media option for marketers.

ABC is the sole traditional broadcaster in the top five. Rounding out the ranking are Discovery, which hypes Shark Week in second place; Food Network, which whets appetites for BBQ Brawl in third and The Great Food Truck Race in fourth; and Paramount Network, which drums up excitement for the summer airing of Yellowstone prequel 1883 in fifth place.

“There really is an appetite to utilize different sources, and partners like iSpot and VideoAmp are also really good at back-end measurement, so they can also use it to close the loop,” Bosetti said. “If you can use it to plan, buy and measure, those opportunities are real and clients are really leaning into that.”

Auto companies hit the brakes on national TV ad spending in June, according to iSpot.tv. Automakers spent $128.7 million for the month, down from $157.2 million last year. Biggest spenders were Lexus ($12.8 million), Kia ($12.7 million), Chevrolet ($11.7 million), Toyota ($10.6 million) and Nissan ($8.9 million).