Among the many insights included in iSpot’s upcoming 2022 TV advertising report is a look at the most likeable ads of the year.
Data from iSpot’s Creative Assessment survey reveals pet-centric ads were a hit, with Chewy.com, PetSmart and Chevy’s cat-focused “Walter in Winter” all among the top 10 by likeability score. Additionally:
Also thie fact were mentioned as important:
-
Humor was (naturally) a hit, as brands like M&M’s and Frito-Lay showed in popular spots last year.
-
CPG brands (Dawn, McCormick) found success with ads focused on practicality and products.
- As always, delicious food gets consumers interested — seven of the top 20 TV ads by likeability in 2022 were from QSR or casual dining brands.
Source: iSpotSome top-level findings for 2022 include:
- 11,455 brands across 181 industries invested in TV advertising across linear and streaming with 276k new TV ad creatives cataloged in 2022.
- Impressions to TV advertising decreased by 3.5% but still delivered more than 8 trillion impressions consisting of ad plays for at least three seconds on a TV.
- Linear delivered 2.27 million minutes of advertising and 5.76 million ad airings.
- Viewers that stayed on an ad for more than three seconds were likely to let the ad run entirely, especially among the big 4 broadcast networks (ABC, CBS, NBC, Fox) which all achieved 98% ad completion rates for the year.
- Spanish-language ad impressions climbed 3.13% year-over-year.
- Sports viewing drove the top national ad deliveries with NFL (6.55%), College Football (3.1%) and NBA (2.2%) and College Basketball (1.78%) owning four of the top five slots.
- By genre, News and Information programming accounted for 11.7% of ad impressions, followed by Morning Shows (9.5%) and Reality (8.52%).
- Network promos account for 13.4% of ad impressions, Quick Service Restaurants representing just under 5%, followed by automakers (3.8%).
The full report is available here.
Source: tvrev.com