Data from iSpot shows that tax filing services are accounting for a progressively smaller share of household TV ad impressions in January and February for five years running now. Year-over-year, tax brands are also less likely to have ad impressions delivered in primetime – with 28.0% in Jan. and Feb. of 2022, versus 25.4% this year.

• The NFL delivered 11.5% of tax filing service brands’ TV ad impressions in the first two months of 2022, compared to 8.6% in 2023.

• Syndicated shows like Friends and NCIS accounted for a smaller share of TV ad impressions for tax brands year-over-year, despite the absence of the Olympics in 2023 (was 2.3% of Jan. & Feb. impressions last year).