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In the ever-evolving world of television advertising, staying ahead of the curve is crucial for brands looking to capture the attention of their target audiences. As we delve into the latest trends shaping the industry, it's clear that advertisers are navigating a dynamic landscape marked by shifting consumer behaviours and technological advancements.
By examining the performance of various advertising categories, we can see how brands are adapting their strategies to maintain relevance and drive engagement in an increasingly competitive market.
Our TV ad tracking tools offer these insights. With the 2024 fall TV season underway, we used our spots TV database to assess the performance of major advertising categories compared to the last year.
We analyzed the spots from the top 20 monitored stations in Toronto over a span of 8 weeks from September 2nd to October 29th.
Overall, adult impressions across these stations have dropped by 3.5% compared to the same timeframe last year however the data reveals diverse trends across sectors, with certain categories experiencing notable growth while others show a decline. From increased investment in quick-serve restaurants and digital banking to reduced advertising in clothing and automotive brands, advertisers are recalibrating their focus to engage audiences more effectively.
Percentage year-on-year difference in adult impressions for the top 10 advertising categories
Retail advertising
The retail sector shows mixed results. Overall, impressions are down by 8% year-on-year, but there are variations among the different subcategories. Notably, there has been a significant surge in furniture store advertising, with Leons and The Brick increasing their presence by 6% and 26%, respectively.
Additionally, pet stores and independent food stores have shown stronger activity this fall. In contrast, clothing stores are advertising considerably less, with Joe Fresh, H&M, and Marks Work Warehouse not advertising this year. Office equipment and beauty stores also show reduced activity, with less engagement from both Staples and Sephora.
Restaurant advertising
Restaurants remain the second largest advertising category, experiencing a 7% growth compared to last fall. This increase is driven by a 7% rise in the quick-serve restaurant category and a 66% boost in the coffee/donut restaurant sector. McDonald's, Subway, and especially Tim Hortons and Dairy Queen, have all intensified their advertising efforts compared to the previous year. Dairy Queen, in particular, has added promotions for their mobile app, which was not advertised during this time last year.
Automotive advertising
The automotive sector ranks as the third most prominent advertising category this fall, experiencing a slight decline compared to last year. However, notable shifts are evident among different manufacturers. Subaru stands out as the leading advertiser, generating nearly 190,000 adult impressions, marking a 32% year-over-year increase, across its Solterra and Forester brands. In contrast, Ford and Stellantis (Jeep & Dodge brands) have significantly scaled back their TV advertising efforts this fall across the stations we analyzed.
Financial advertising
Though financial advertising ranks as the 7th largest category during this period, it has seen an 18% rise compared to last year, especially within the consumer banking subcategory, which has surged by 40%. Upon closer examination, there is notable disruption within this subcategory. Scotiabank and RBC have boosted their TV advertising, TD has reduced its presence here in favour of the investment products and credit cards subcategories. CIBC, on the other hand, has shifted its emphasis to business and commercial financial products. In the consumer banking category, CIBC is strongly supporting Simplii Financial, its online banking division, which accounts for almost 30% of consumer banking impressions during this period.
If you're curious about TV advertising for your industry or a specific group of brands, our Spots Monitor product is the perfect solution. With intuitive dashboards, you can gain insights into different aspects of TV campaign strategies, making it easy to compare your campaigns with those of your competitors. Reach out to us for more details.