Entertainment, & Pharmaceutical & Medical Responsible For Majority Of TV Ad Impressions
US linear TV ad spending grew by 8.9% in 2024, while connected TV (CTV) advertising expanded at double that rate (19%), reflecting the ongoing shift toward digital video advertising. A Samba TV analysis of ad impressions on smart TVs during the second half of 2024 highlights which industries dominated TV advertising. The Entertainment sector led with 17% of total impressions, followed by Pharmaceutical & Medical (10%), Health & Beauty (9%), Food & Beverage (9%), and Retail Stores (8%).
Among brands, Progressive had the highest number of TV ad impressions, followed by Verizon, Domino’s, Macy’s, and Burger King. Despite two insurance brands (Progressive and Liberty Mutual) ranking in the top 10, the overall Insurance category accounted for just 4% of ad impressions. This suggests that while certain brands within lower-impression categories are investing heavily, broader category ad spend remains lower.
TV ad exposure remains highly concentrated among heavy viewers. The top 50% of linear TV households see an average of 149 ads per day, while the bottom 50% see only 10. This means that 91% of all TV ad impressions reach just half of the linear TV audience, highlighting a major imbalance in ad exposure. Additionally, higher-income households ($200K+) see significantly fewer ads than lower-income households, as wealthier viewers have largely migrated to streaming platforms. Analysts suggest this creates missed opportunities for brands aiming to reach high-income consumers.
Given these insights, marketers should refine their TV and CTV strategies by balancing reach across demographic segments, leveraging cross-platform campaigns, and ensuring that high-value consumers are not being overlooked. Additionally, brands in lower-impression categories may need to reassess their TV ad investment relative to high-impression sectors like Entertainment and Pharmaceuticals.
Key Actionable Takeaways:
Diversify TV and CTV Investments – With CTV ad spend growing at twice the rate of linear TV, balance ad budgets to maximize reach across both platforms.
Leverage Entertainment and Health-Related Ad Trends – These categories dominate impressions, indicating strong engagement; align relevant brands with these sectors.
Target High-Impression Categories Strategically – If your brand operates in a lower-impression sector like Insurance, focus on high-frequency placements to maximize impact.
Optimize for Heavy TV Viewers – Since 91% of impressions reach the top 50% of TV households, tailor ad frequency and messaging to engage these frequent viewers.
Adjust Strategies for High-Income Audiences – With wealthier consumers seeing fewer TV ads, shift more resources to CTV and digital video to maintain brand exposure.
Use Cross-Platform Campaigns – Combine linear and CTV strategies to ensure a broader, more balanced audience reach across income levels.
Reevaluate Spending in Low-Share Categories – If operating in a category with lower TV ad presence, consider whether increased investment in TV advertising could improve brand awareness.
Leverage Data for Smarter Targeting – Use audience segmentation to identify gaps in exposure, ensuring ad spend is optimized for the right demographics.
Maximize Retail and F&B Advertising Opportunities – With these sectors among the top 5 for impressions, align ad placements with relevant audience interests.
Monitor Shifting TV Consumption Patterns – As more high-income viewers migrate to streaming, continuously refine targeting and platform selection to maintain engagement.
