127 NEW Advertisers Invested $475 Million into National TV to Increase Reach and Relevancy

The first half of 2023 saw the highest NEW TV advertiser investment in any first half of the past five years.

Simply put, even during periods of economic uncertainty, new advertisers are infusing fresh investment into the TV marketplace. Within the first half of 2023, 127 bold new advertisers, many of them being traditional brands that serve essential customer needs, across 46 categories and a variety of budget levels invested $475.4 million into national TV to increase reach and relevancy.

Within this report we answer:

• Why are these advertisers investing in TV?
• Which categories are driving this new TV investment?
• What level of spend are these advertisers utilizing?
• Does their initial TV investment appear to be making an impact?

You’ll also find the complete list of the 127 new national TV advertisers and their spend for your quick reference. Additionally included is a special analysis of the direct-to-consumer segment PLUS a deep dive into new advertisers who invested in Spanish-language networks during the Super Bowl.