We've all heard how important it is to focus on brand building during COVID-19. Experts across the globe have shown us historical data supporting the fact that brands that invest during difficult times are more successful in the end. ThinkTV and RadioConnects have done an amazing job at curating these articles. We have also created a weekly updated radio listening dashboard below along with our previously posted TV tuning dashboard to help keep you up to date on changing habits.

According to the data, TV numbers grew at the beginning of the lock down and radio is still strong. So which brands are listening to these experts and increasing their investment in advertising? Our radio dashboard below shows RADTracker competitive insights for the top 10 Toronto radio stations (based on A25-54 AMA) for the period January 20 to May 10, 2020.

At the beginning of the lockdown tuning levels fell as many Canadians switched to working from home. However, since the beginning of May radio tuning has slowly begun to climb and, if not yet reaching the pre lockdown levels, the analysis is encouraging. So which brands are listening to these experts and increasing their investment in advertising? Our radio dashboard below shows RADTracker competitive insights for the top 10 Toronto radio stations (based on A25-54 AMA) for the period January 20 to August 30, 2020.

Here are a few interesting points to note:

  • The automotive sector saw a significant increase in advertising weights in July and August bringing it back to almost pre lockdown levels. Dealers’ Association Groups such as Subaru, Ford, Mazda & Dodge were all on air.
  • After the initial drop in radio advertising at the beginning of lockdown the retail sector has seen growth during the summer particularly in the restaurant, furniture and clothing/accessory store categories. Sleep Country Canada, McDonald’s and Spence Diamonds all increased their weights of radio advertising.
  • GRP weights for the banking sector were 9% higher in July and August than the 8-week period pre lockdown, helped by campaigns from both Scotiabank and CIBC.
  • Similarly, the telecommunications sector was up 14% in July and August when compared to pre lockdown driven by campaigns for Bell smartphone, Freedom mobile and Public mobile.
  • The services sector was up by 33% in July and August when compared to the 8 weeks prior. Personal injury advertising weights have remained strong during the lockdown, however, junk removal services and food delivery services saw increased weights in radio advertising at the end of the summer.

Clients with radio PPM subscriptions can access the full dashboard containing advertiser and brand details either through Lens or the home page of InstarRadio PPM.

Click to access our recent webinar on TV viewing & advertising during COVID-19

Other blog posts you may enjoy:

Impact of COVID-19 on radio listening

TV advertising during COVID-19

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