The Emmy for TV Ad Performance Goes To …

September 21, 2020

Due to COVID-19, this past weekend’s Emmy awards ceremony was unlike any other. Host Jimmy Kimmel delivered his opening monologue to an empty room and Emmy nominees appeared throughout the night via video feeds from their homes. Still, while it’s undoubtedly an honor to win an Emmy (or several in one night, if you’re “Schitt’s Creek”), it’s not the only way to measure a TV show’s success. In fact, if you’re a TV advertiser—airing across linear, OTT or a combination of the two—a program’s ability to drive performance needs to be the most important consideration.

When we say “performance,” we mean whether or not someone responded to a TV ad by taking an action based on it (including downloading an app, visiting a website or making an online purchase). The only way to determine which programs are achieving this (and which ones are not) is through continuous measurement and optimization, including mid-campaign.

TVSquared analyzed all Emmy-nominated programs that ran across ad-supported linear and OTT platforms over the past year. After segmenting these shows by genre, we then analyzed thousands of spots and millions in ad spend in order to find which of these shows were the best performing for brands spanning multiple industries. Here are some key highlights from our analysis:

Top Performing Comedy: “The Good Place”

The hit NBC comedy really did prove to be “The Good Place” for advertisers that aired during its final season. This sitcom easily dominated the Comedy genre, with a response rate that was 356% above average, beating runner up, ABC’s “Black-ish,” by 400%!

Top Performing Talk Show: “The Daily Show with Trevor Noah”

For the second year in a row, Comedy Central’s “The Daily Show with Trevor Noah” won out as the best performing late-night talk show, ahead of runner up, CBS’ “The Late Show with Stephen Colbert,” by nearly 200%.

Top Performing Animated Program: “Bob’s Burgers”

When it comes to driving performance, the Belchers win out at 27% above average, finishing just ahead of the runner up, Adult Swim’s “Rick & Morty,” by more than 15%.

Click here to find out the full list of winners—including the top performing Drama, the top three overall winners across all genres and more.

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