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State of the Screens

The World Series and its ads shows why advertisers still love TV

By February 20, 2018No Comments

Interesting data on World Series advertising provided by

How do they measure TV advertising? has a panel consisting of 7.3m smart TVs.

Massive scale. Each game generated an average of 1b ad impressions.

High attention. The average viewer is watching 86% of the ads.

Other key findings:
1) 101 advertisers
2) 226 creatives
3) 601 spots
4) 2.2 creatives/advertiser
5) 2.7 spots/creative
6) 5.9 spots/advertiser

More on this topic. World Series Ratings Decrease Slightly From 2016

TV ratings by year:
1) 2016: 23.4m
2) 2017: 18.9m (↓ 19%)

Streaming vs. TV:
1) Streaming + TV: 19.6m
2) Streaming only: 183k (1% of total)

Unique viewers for any game:
1) 2016: 115m
2) 2017: 106m (↓ 8%)

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.