What impact is COVID-19 having on TV viewing?
TV Advertising during COVID 19
What impact is COVID-19 having on TV viewing?With people having to spend more time at home, we have seen a dramatic effect on TV viewing, with huge rises across the board. Two weeks after lockdown started, TV viewing was up by 32% year on year. That’s 50 minutes more a day. Daytime TV viewing was also up 32% and daytime reach up 34%. Viewing among children grew 47%. These figures are varying week to week, but the impact is clear.Will it change what we watch?As society becomes temporarily withdrawn, TV is there for us all as a source of trusted information and much-needed distraction. Viewers will probably broaden their tastes, try new things, and fit TV into times of the day it didn’t used to go. We will also likely watch TV to satisfy certain needs more, such as our need for comfort, to connect and to escape. What impact will COVID-19 have on TV advertising?Businesses are under immense pressure, which inevitably puts pressure on their advertising budgets. Some sectors will be affected more – travel is the obvious example. We have seen some campaigns put on hold. Some, though, could see a surge of interest because their products and services will be vital in this period. There can scarcely be a better time to be an online retailer, for example. Home entertainment too has never been more central to our lives. Disney+ launched at a good time, if this time can ever be described as good.As some advertisers, like travel, have little choice but to reduce their TV spend, and TV viewing shoots up while more people spend more time at home, the average price for a TV spot has come down.The impact of this for advertisers is that TV advertising pricing will offer even better value over the next couple of months.Should businesses keep advertising?Yes. If they can. This is easier said than done, and it may feel weird to be talking about opportunities at a time like this, but the worst thing to do would be to grind everything to a halt. We must engage with the real world and its future still. And advertising has an important role to play in keeping commerce going and fuelling the economy. When we emerge from this crisis, brands that maintained or built during it will be much stronger for it.Talk to us today and let’s get your business and brand prepared for bounce back using the trusted and regulated platform that is TV, supported with a whole range of other media services. (A selection of our recent campaigns below)- topcatmediagroup.com
Posted by Top Cat Media Group on Wednesday, 29 April 2020
With people having to spend more time at home, we have seen a dramatic effect on TV viewing, with huge rises across the board.
Two weeks after lockdown started, TV viewing was up by 32% year on year. That’s 50 minutes more a day. Daytime TV viewing was also up 32% and daytime reach up 34%. Viewing among children grew 47%. These figures are varying week to week, but the impact is clear.
Will it change what we watch?
As society becomes temporarily withdrawn, TV is there for us all as a source of trusted information and much-needed distraction. Viewers will probably broaden their tastes, try new things, and fit TV into times of the day it didn’t used to go. We will also likely watch TV to satisfy certain needs more, such as our need for comfort, to connect and to escape.
What impact will COVID-19 have on TV advertising?
Businesses are under immense pressure, which inevitably puts pressure on their advertising budgets. Some sectors will be affected more – travel is the obvious example. We have seen some campaigns put on hold. Some, though, could see a surge of interest because their products and services will be vital in this period. There can scarcely be a better time to be an online retailer, for example. Home entertainment too has never been more central to our lives. Disney+ launched at a good time, if this time can ever be described as good.
As some advertisers, like travel, have little choice but to reduce their TV spend, and TV viewing shoots up while more people spend more time at home, the average price for a TV spot has come down.
The impact of this for advertisers is that TV advertising pricing will offer even better value over the next couple of months.
Should businesses keep advertising?
Yes. If they can. This is easier said than done, and it may feel weird to be talking about opportunities at a time like this, but the worst thing to do would be to grind everything to a halt. We must engage with the real world and its future still. And advertising has an important role to play in keeping commerce going and fuelling the economy.
When we emerge from this crisis, brands that maintained or built during it will be much stronger for it.
Talk to us today and let’s get your business and brand prepared for bounce back using the trusted and regulated platform that is TV, supported with a whole range of other media services.
