Choice Hotels Played Coy in TV Advertising Before Surging Past All Travel Companies
Photo Caption: A screenshot from the Choice Hotels 'Always Ready to Book' TV ad
Skift Take
Watch out for the quiet ones. Choice didn't run any U.S. national TV ads in 2021 and Virgin Voyages was absent during the first seven months of last year. Yet both brands surged to leadership positions in 2022.
You couldn't find a Choice Hotels national TV ad in the U.S. in all of 2021 and for the first three-and-a-half months of 2022, but then the Maryland-based franchisor surged past 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 measurement and analytics firm iSpot.tv, which estimated that Choice Hotels commanded a 7.19 percent share of voice among travel brands by TV ad impressions, which is when a user views an ad.
Choice, according to an iSpot.tv report, edged out Connecticut-based online travel agency Priceline (6.99 percent) and its Amsterdam-headquartered sister company Booking.com (6.97 percent).
"From January 1 to July 31, travel industry TV and impressions were up 61.1 percent year-over-year, while estimated national TV ad spend more than doubled [130.3 percent] to $608.6 million," iSpot.tv stated.
Here were the top 10 most-seen travel brands on U.S. national TV in the first seven months of 2022 in share of voice as measured by impressions, according to iSpot.tv.
January 1 to July 31, 2022. *SOV means share of voice.