Choice Hotels was timid in TV advertising before overtaking all travel agencies

Skift grip

Watch out for the quiet ones. Choice aired no U.S. national television commercials in 2021 and Virgin Voyages was absent for the first seven months of last year. Yet both brands have reached leading positions in 2022.

Denis Schaal

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 the Maryland-based franchisor outperformed all other travel brands – not just hotels – to capture the biggest share of voice for the first seven months of the year.

That’s the word from TV measurement and analytics firm iSpot.tv, which estimated Choice Hotels had a 7.19% share of voice among travel brands in terms of TV ad impressions. i.e. when a user views an advertisement.

Choice, according to a report by iSpot.tv, edged 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, television and travel industry impressions grew 61.1% year-over-year, while estimated national television ad spend more than doubled. [130.3 percent] at $608.6 million,” iSpot.tv said.

Here are the 10 most-viewed travel brands on U.S. 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 stands for Shared Voice. Source: iSpot.tv

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

  1. Hotels of Choice: $23.0 million
  2. Price: $22.5 million
  3. Booking.com: $39.9 million
  4. Expedia: $48.1 million
  5. Disney World: $27.9 million (this is media value since it doesn’t pay full price on the Disney networks)
  6. Trivago: $19.0 million
  7. Royal Caribbean: $41.3 million
  8. Vrbo: $31.1 million
  9. Airbnb: $52.0 million
  10. Celebrity cruises: $11.6 million

As can be seen, iSpot.tv estimated Airbnb to be the biggest spender at $52 million in the top 10, but ranked ninth in impression share in the first seven months of 2022. .

“Advertisers take different approaches to TV depending on their goals and the price of the programming they want to focus on, so ad impressions and spend won’t always be correlated,” said senior analyst Tyler Bobin. at iSpot.tv. “For example, a large portion of Airbnb’s impressions occurred during premium programs, with the top programs being Men’s College Basketball (6.79% of ad impressions), NFL (4.7%), NBA (4.6%), american idol (2.9 percent), It’s us (2.4%) and The single person (2.3%). »

Bobin said the major broadcast networks carry these programs, sometimes in prime time, and they cost more, but the goal is to reach “a large, engaged audience who are less likely to interrupt. The advertisement”.

While Choice rocketed to the number one travel brand voice in the first seven months of the year, its “Always a Reason to Book” ad generated 47.7% of Choice’s TV ad impressions in from April 20, when Choice took the plunge with its first U.S. national TV ad since 2020 through July 31, 2022.

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

The Booking Holdings brands, Priceline (18.3 percent) and Booking.com (18.25 percent), essentially a dead end, dominated the online travel agency industry in the first seven months of 2022 in terms of share of national television ad impressions in the United States, as estimated by iSpot.tv. Booking Holdings considers Booking.com its core brand and has been working hard for several years to increase its share of travel bookings in the United States.

Booking.com focused on primetime broadcasts, which generated nearly a third (31%) 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 television 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%) were the top three programs measured by TV ad impressions in the first seven months of 2022, iSpot.tv said.

Source: iSpot.tv

After not sailing in 2020 when the pandemic took its toll, cruise lines surged back with TV advertising in the first seven months of 2022, despite spending the heaviest in the three first months. Royal Caribbean (24.98 percent), Celebrity Cruises (20.46 percent) and Virgin Voyages (15.93 percent) were the leaders in US domestic television ad impression share from January 1 to July 31 2002, according to iSpot.tv.

Like Choice Hotels, Virgin Voyages aired no U.S. national television ads in the first seven months of 2021, but it captured the third share of ad impressions from January 1 to July 31, 2022 by airing the most airplays of all. cruise lines. 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 ad impression generators in the first seven months of 2022, as estimated by iSpot.tv, and Turkish Airlines was a distant third (5.17%).

Turkish Airlines has focused its ads on broadcasts during sports programming – it received more than half of its ad impressions during the Feb. 13 US Super Bowl during the English and Spanish language broadcasts.

Southwest focused its U.S. national television ads on syndicated programs rather than new shows and events, iSpot.tv said.

Most Admired Ads

The top-rated U.S. national TV ads from travel agencies in the first seven months of the year, according to Ace Metrix’s creative assessment surveys, were Walt Disney World’s “Feel the Magic,” Rise to the Vacation from Royal Caribbean – the year of yes, and Sandals’ Celebrating 40 Years – Drinks.

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