With consumers homebound, marketing budgets and ad performance are under the microscope, new data looks at how brands and advertisers are adapting to new TV viewing and response patterns under COVID-19 conditions.
TV attribution firm TVSquared has provided key insights and trends identified throughout March 2020:
TV Insights in the age of COVID-19: March 2020
Verticals with increased TV Ad spend:
• Pharmacy: +44%
• CPG: +12%
• Personal care & Beauty: +11%
• Finance: +11%
Verticals with increased TV Ad performance:
• DTC education: +250%
• DTC personal care: +160%
• DTC fitness: +136%
• Home improvement: +43%
Verticals with decreased TV Ad spend:
• Travel: -80%
• Brick and Mortal retail: -30%
• Food and drink: -18%
• Insurance: -14%
Verticals with decreased TV Ad performance:
• Sports/ticket industry: -94%
• Travel: -74%
• Brick and Mortal retail: -58%
View the infographic below:
