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January 5, 2020 1 min read

EDO’s 2019 TV Advertising Insights Report: Top Primetime Broadcast & Cable Programs

Happy almost New Year from EDO! As 2019 draws to a close, EDO took a look back at this year’s TV programming to see which shows were most effective at generating viewer engagement and online search for their advertisers.

Search Engagement is EDO’s proprietary measure of the increase in online search activity for a brand or product in the minutes immediately following a TV ad airing. The Search Engagement Rate (SER) metric controls for both audience size and ad duration, allowing for an apples-to-apples comparison of the performance of various programs as platforms for advertising.

2019 Top 20 Broadcast Primetime Programs Ranked by Search Engagement

Reality and game shows took over half of the top 20 spots, while a number of dramas and sitcoms also performed well for advertisers.

The Bachelor franchise dominated the rankings as The Bachelor, The Bachelorette, and Bachelor in Paradise (ABC) all landed within the top six programs of 2019.

For the second year in a row, This is Us (NBC) proved to be the most engaging scripted Broadcast show of the year, driving strong viewer Search Engagement for its advertisers (see last year’s rankings here).

2019 Top 20 Cable Primetime Programs Ranked by Search Engagement

  • Reality programs dominated the Cable rankings as viewers engaged with advertising across diverse programs, from cooking to house hunting to live police activity.

  • For the second year in a row, the American Horror Story (FX) franchise took the top spot in EDO’s rankings, with American Horror Story: 1984 driving the most viewer Search Engagement for its advertisers of all Cable programs.