Choice Hotels was TV advertising shy before outbidding all travel companies

Change the outlet

Watch out for the quiet ones. Choice ran no US national TV ads in 2021 and Virgin Voyages was absent for the first seven months of last year. However, both brands rose to leading positions in 2022.

Dennis Schaal

You couldn’t find a Choice Hotels national TV ad in the US for all of 2021 and the first three and a half months of 2022, but then the Maryland-based franchisor outperformed all other travel brands, not just hotels . — to capture the highest share of voice during the first seven months of the year.

That’s the word from TV analytics and measurement firm iSpot.tv, which estimated that Choice Hotels had a 7.19 percent share of voice among travel brands for TV ad impressions, which is when a user sees an ad.

Choice, according to a report by iSpot.tv, beat out Connecticut-based online travel agency Priceline (6.99%) and its Amsterdam-based sister company Booking.com (6.97%).

“From January 1 to July 31, travel industry television and impressions increased 61.1 percent year-over-year, while estimated national television ad spending more than doubled. [130.3 percent] at $608.6 million,” iSpot.tv stated.

Here are the 10 most-watched travel brands on US national television in the first seven months of 2022 by share of voice measured by impressions, according to iSpot.tv.

From January 1 to July 31, 2022. *SOV means quota of voice. Source: iSpot.tv

Here are iSpot.tv’s estimates of travel ad spending among the top 10 travel brands, as measured by TV ad impressions for the first seven months of 2022:

Mark To spend
Choice Hotels $23.0 million
Priceline 22.5 million dollars
Booking.com 39.9 million dollars
Expedia 48.1 million dollars
Disney Resorts $27.9 million*
I wander $19.0 million
Royal Caribbean 41.3 million dollars
Vrbo 31.1 million dollars
Airbnb $52.0 million
Celebrity Cruises 11.6 million dollars

*Represents media value as Disney does not pay full price to Disney networks

As you can see, iSpot.tv estimated that Airbnb was the biggest spender with $52 million in the top 10, but ranked ninth in terms of impression share in the first seven months of 2022.

“Advertisers take a variety of approaches to TV based on their goals and the price of programming they want to focus on, so ad impressions and spend won’t always correlate,” said Tyler Bobin, Senior Analyst at iSpot.tv. “For example, a large portion of Airbnb impressions occurred during premium programming, and the top programs were men’s college basketball (6.79 percent of ad impressions), NFL (4.7 percent), NBA (4.6 percent). american idol (2.9%) it’s us (2.4%) i The Baccalaureate (2.3%)”.

Bobin said the major broadcast networks air these shows, sometimes in prime time, and they cost more, but the goal is to reach “large, engaged audiences that are less likely to be interrupted by advertising.” .

With Choice catapulting to the highest share of voice among travel brands in the first seven months of the year, its ad called “Always a Reason to Book” generated 47.7 percent of ad impressions of Choice TV starting April 20, when Choice ran its first ad US National TV Ad from 2020 through July 31, 2022.

Other standouts in the first seven months of 2022 included online travel websites and cruise lines.

Basically a dead heat, Booking Holdings brands Priceline (18.3 percent) and Booking.com (18.25 percent) dominated the online travel agency sector in the first seven months of 2022 in national TV ad impression share terms in the US. according to iSpot.tv estimates. Booking Holdings considers Booking.com its flagship brand and has been working hard to increase its share of US travel bookings for several years.

Booking.com focused on prime-time broadcasts, which generated nearly a third (31 percent) of its ad impressions during the period, according to iSpot.tv.

Overall, among US travel industry advertisers, Fox News (6.18%) has the highest share of TV ad impressions, followed by NBC (5.99%) and CNN (4, 85%).

Source: iSpot.tv

The National Basketball Association (1.44%), the National Football League (1.37%) and the television series Friends (1.36 percent) were the top three shows when measured by TV ad impressions for the first seven months of 2022, iSpot.tv said.

Source: iSpot.tv

After not sailing in 2020 as the pandemic wreaked havoc, cruise lines fired back with TV advertising in the first seven months of 2022, although spending was higher in the first three months. Royal Caribbean (24.98%), Celebrity Cruises (20.46%) and Virgin Voyages (15.93%) were the leaders in US national TV ad impression share from January 1 to July 31, 2002, found iSpot.tv.

Like Choice Hotels, Virgin Voyages ran no U.S. national TV ads in the first seven months of 2021, but achieved the third largest share of ad impressions from January 1 to July 31, 2022 by making more emissions among any cruise line. Virgin Voyages focused on cable networks, which accounted for almost all (97.1%) of its ad impressions.

Among airlines, Southwest (41.76%) and Delta Air Lines (32.54%) were the top two generators of ad impressions in the first seven months of 2022, according to iSpot.tv estimates, and Turkish Airlines was a distant third (5.17%). .

Turkish Airlines focused its ads on broadcasts during sports programming: it received more than half of its ad impressions during the US Super Bowl on February 13 during broadcasts in English and Spanish.

Southwest focused its US national TV ads on syndicated shows rather than new shows and events, iSpot.tv said.

The most admired ads

The most enjoyable U.S. national TV commercials for travel companies in the first seven months of the year, according to Ace Metrix creative evaluation surveys, were Walt Disney World’s “Feel the Magic,” Rise to the Vacation by Royal Caribbean: The Year of Yes. and Sandals’ Celebrating 40 Years — Drinks.

Leave a Comment

Your email address will not be published.