iSpot.tv study calls for exact ad measurement in live sports

iSpot.tv, a leader in TV measurement, has launched a new research series with a focus on improving ad buying during live sports broadcasts. Their first report, "Every Second Counts," by Dave Coletti (VP of Sports Insights and Strategy), dives into the differences between traditional Average Commercial Minute (ACM) measurement and exact ad impression delivery.

The report highlights the potential of exact-ad measurement, particularly in live sports. By comparing ACM and exact-ad data, the study reveals discrepancies and areas for improvement in ad delivery effectiveness within specific sporting events.

Key Findings:

Sports Ad Growth: iSpot's data shows a significant 12% increase in sports TV ad impressions since 2023. Over 900 billion impressions were generated by sports content in the past year, representing a substantial 14% of all national linear TV ad impressions.
Time for a New Metric? The report questions the continued reliance on ACM Audience (average audience across all ad minutes in a program). While historically used as a substitute for unavailable spot-level impressions (SLI), advancements in big data now allow advertisers to measure the precise audience for each ad.
Data Discrepancies: The study finds a significant gap between spot-level impressions and average audiences for top NFL advertisers, especially in lopsided games. iSpot identified that six of the NFL's top 15 advertisers received fewer impressions than what the ACM metric (likely used for buying) suggested.

Overall, the report suggests that the advertising industry should move beyond ACM and embrace exact-ad measurement for more precise ad buying in live sports. This shift has the potential to optimize campaign performance and deliver a better return on investment for advertisers.

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