猜猜什么行业主导 2023 年顶级电视广告商

猜猜什么行业主导 2023 年顶级电视广告商
Guess What Industry Dominates 2023's Top TV Advertisers

原始链接: https://www.zerohedge.com/economics/guess-what-industry-dominates-2023s-top-tv-advertisers

到 2023 年，美国广播电视和有线电视上的广告支出将达到 613 亿美元。尽管观众人数减少，传统电视仍然为品牌提供了讲故事广告的理想平台，因为它使他们能够精确地针对特定人群，类似于在线营销。就电视广告支出而言，宝洁公司在美国电视行业占据主导地位，紧随其后的是艾伯维和葛兰素史克等制药公司。科技巨头谷歌（Alphabet）和亚马逊也亮相。与此同时，通用汽车和丰田在当地广告市场占据主导地位，而其他主要支出方包括康卡斯特和查特等有线电视服务提供商以及摩根和摩根律师事务所的人身伤害律师。传统电视观众减少的趋势仍在继续，影响着资金的分配；但从媒体存量来看，传统电视依然占据优势。流媒体平台吸引了更多的资金分配，预计广告收入将增长 63%，到 2027 年将达到 409 亿美元。随着观众逐渐放弃直播电视观看习惯，广告也在发生变化，转向流媒体平台。

原文

In 2023, advertising spend is projected to reach $61.3 billion on U.S. broadcast and cable TV.

Despite declining viewership, traditional TV has been found to be an optimal platform for storytelling ads. Additionally, advertisers can target viewer segments on traditional TV—similar to digital marketing channels.

Visual Capitalist's Dorothy Neufeld shows the top advertisers on traditional TV outlets in the chart below, based on data from Nielsen.

Top 10 National TV Advertising Spenders

Here are the top advertisers on national U.S. broadcast and cable TV for the month of June 2023:

Procter & Gamble was the top TV advertising spender in the U.S., at $109.3 million. Home to Gillette, Crest, and Tide, the company spent a stunning $5.1 billion in overall advertising in 2022.

Pharmaceutical companies Abbvie and GSK were the next biggest spenders, at $81.4 million and $52.8 million, respectively. Overall, pharmaceuticals accounted for the largest share of advertising across the top 10.

Big tech companies Alphabet and Amazon also made the list, each spending over $30 million in June alone.

Top 10 Local TV Advertising Spenders

By contrast, the automotive sector made up seven of the top 10 local broadcast and cable TV advertisers, led by General Motors and Toyota:

Meanwhile, communication giants Comcast and Charter were big spenders, and the nation’s largest personal injury law firm, Morgan & Morgan, ranked in seventh overall.

U.S. Television Trends

Today, live TV viewership in the U.S. is primarily made up of those aged 65 and over, which spend nearly five hours per day watching TV. In contrast, those aged 25-34 spend only about one hour and 12 minutes per day watching live TV.

Furthermore, in 2022, fewer than half of U.S. viewers paid for traditional TV services for the first time. By year-end 2027, this proportion is projected to fall to just over a third of households.

Yet due to its scale of available media inventory, traditional TV may continue to bring in the bulk of TV advertising spending over the near future. One reason is that advertising makes up 20% of time spent on traditional TV but just 3% on streaming platforms.

However, as viewership declines, advertisers on live TV say that they are most likely to allocate their ad spend to streaming services. By year-end 2027, ad spend on streaming platforms is projected to jump to $40.9 billion, a 63% increase from 2023.