Most advertised products & services on TV in the U.S. in Q4 2018, by ad count

Liberty Mutual’s New Car Replacement commercial was by far the most advertised service on national TV in the U.S. in the measured period. IdenTV calculated that the ad appeared on television nearly 23 thousand times in a span of one quarter - that’s an average of 250 airings per day.

How much does it cost to advertise on TV?

TV advertising costs are based on a cost-per-mille (CPM) calculation – how much it costs for a thousand people to see the commercial. Then the advertising space is sold upfront before each broadcast season. And so, in the 2018/19 season, CPM for broadcast network advertising surpassed 30 U.S. dollars, while cable TV CPM was a little more than half of that amount.

Who spends most on TV advertising?

Procter & Gamble is the champion of advertising, and so it is not surprising that the company leads the rankings of largest TV advertisers on both broadcast and cable networks as well, with ad expenditures amounting to nearly 1.8 billion U.S dollars. Apart from P&G, other significant spenders include auto makers such as Ford or General Motors; CPG producers, e.g. Pfizer and PepsiCo; as well as telcos like AT&T or T-Mobile.

Leading products and services advertised on TV in the United States in 4th quarter 2018, by number of ad occurrences

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Release date

February 2019


United States

Survey time period

Q4 2018

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Statistics on "TV advertising in the U.S."

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