Watch out for the quiet ones. Choice did not air any US national television advertising in 2021 and Virgin Voyages was absent in the first seven months of last year. However, both brands rose to leadership positions in 2022.
You couldn’t find a national Choice Hotels TV ad in the U.S. for all of 2021 and the first three and a half months of 2022, but then the Maryland-based franchisor beat out every other travel brand — not just hotels — to capture the top share of voice for the first seven months of the year.
That’s the word from TV metrics and analytics firm iSpot.tv, which estimated that Choice Hotels had a 7.19 percent share of voice among travel brands based on TV ad impressions, which is when a user sees an ad.
Choice, according to an iSpot.tv report, beat out Connecticut-based online travel agency Priceline (6.99 percent) and Amsterdam-based sister company Booking.com (6.97 percent).
“From Jan. 1 to July 31, TV and travel industry impressions grew 61.1 percent year-over-year, while estimated national TV spend more than doubled [130.3 percent] at $608.6 million,” said iSpot.tv.
Here are the top 10 travel brands with the most appearances on US national television in the first seven months of 2022 by share of voice, as measured by impressions, according to iSpot.tv.
Here are iSpot.tv’s travel ad spending estimates among the top 10 travel brands as measured by TV ad impressions during the first seven months of 2022:
- Choice Hotels: $23.0 million
- Price: $22.5 million
- Booking.com: $39.9 million
- Expedia: $48.1 million
- Disney World: $27.9 million (this is media value, as it does not pay full price to Disney networks)
- Trivago: $19.0 million
- Royal Caribbean: $41.3 million
- Vrbo: $31.1 million
- Airbnb: $52.0 million
- Celebrity Cruises: $11.6 million
As it turns out, iSpot.tv estimated that Airbnb was the biggest spender at $52 million among the top 10, but it came in ninth place in terms of impression share during the first seven months of 2022.
“Advertisers take a variety of approaches to TV depending on their goals and the price point of the program they want to focus on, so ad impressions and spend don’t always correlate,” said Tyler Bobin, senior analyst at iSpot.tv. “For example, a large portion of Airbnb’s impressions were during premium programming with top programs men’s college basketball (6.79 percent of ad impressions), NFL (4.7 percent), NBA (4 .6 percent), American Idol (2.9 percent), This is who we are (2.4 percent) and The bachelor (2.3 percent)’.
Bobin said the major broadcast networks air these programs, sometimes in prime time, and they cost more, but the goal is to reach “large, engaged audiences who are less likely to interrupt advertising.”
With Choice taking the top share of voice among travel brands in the first seven months of the year, its “Always a Reason to Book” ad captured 47.7 percent of Choice’s TV ad impressions since April 20, when Choice launched its first US national TV ad from 2020 through July 31, 2022.
Among the other standouts in the first seven months of 2022 were online travel sites and cruise lines.
Booking Holdings’ brands Priceline (18.3 percent) and Booking.com (18.25 percent), basically dead, dominated the online travel agency sector in the first seven months of 2022 in terms of share of national TV impressions ads in the US, according to iSpot.tv estimates. Booking Holdings considers Booking.com as its primary brand and has been working hard for several years to increase its share of US travel bookings.
Booking.com focused on primetime broadcasts, which generated nearly a third (31 percent) of ad impressions during the period, according to iSpot.tv.
Overall, among US travel advertisers, Fox News (6.18 percent) has the highest share of TV ad impressions, followed by NBC (5.99 percent) and CNN (4.85 percent) .
The National Basketball Association (1.44 percent), the National Football League (1.37 percent) and television series The friends (1.36 percent) were the top three programs when measured by TV ad impressions during the first seven months of 2022, iSpot.tv said.
After not sailing in 2020 when the pandemic wreaked havoc, cruise lines rebounded with TV advertising in the first seven months of 2022, although spending was heavier in the first three months. Royal Caribbean (24.98 percent), Celebrity Cruises (20.46 percent) and Virgin Voyages (15.93 percent) were the leaders in share of U.S. national television ad impressions from Jan. 1 to on July 31, 2002, according to iSpot.tv.
Like Choice Hotels, Virgin Voyages ran no U.S. national television ads in the first seven months of 2021, but captured the number three share of ad impressions from Jan. 1 to July 31, 2022, airing the most of any cruise line . Virgin Voyages focused on cable networks, which accounted for almost all (97.1 percent) of its ad impressions.
Among airlines, Southwest (41.76 percent) and Delta Air Lines (32.54 percent) were the top two generators of ad impressions in the first seven months of 2022, according to iSpot.tv estimates, and Turkish Airlines was third (5.17 percent).
Turkish Airlines focused its advertising on broadcasts during sports programming — it received more than half of its ad impressions during the Feb. 13 US Super Bowl during both English- and Spanish-language broadcasts.
Southwest has focused its national U.S. television ads on syndicated programs rather than new shows and events, iSpot.tv reported.
The ads they admire the most
The most liked U.S. national TV commercials by travel companies in the first seven months of the year, according to Ace Metrix creative rating surveys, were Walt Disney World’s “Feel the Magic,” Royal Caribbean’s Rise to the Vacation — the year of Yes, and Sandals’ Celebrating 40 Years — Drinks.