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 posted a weekly  TV tuning dashboard and radio listening dashboard to help keep you up to date on changing habits.

According to the data, TV viewing at the beginning of the lockdown increased but then declined as the summer progressed. However, we have seen a steady growth in hours viewed over the Fall. So which brands listened to the experts and increased their investment in TV advertising? Our dashboard below shows TV CMR data for the top 10 stations in the Toronto market over the past year comparing Adult 25-54 program GRPs split by 2 month periods.

Here are a few interesting points to note:

  • Program impressions fell during the summer with a 20% drop during May/Jun compared to the 2 months prior. However, they have bounced back over the Fall with Nov/Dec delivering 17% more impressions than May/Jun.
  • The retail category saw a drop in program GRPs during Mar/Apr. However, the category has grown significantly during the Fall to be the largest advertising category during Nov/Dec with furniture, consumer electronics and jewelry stores running heavy weights in this period.
  • Automotive GRPs continue to grow following the initial drop in May/Jun. General Motors advertising during Nov/Dec was 8 times heavier than this period as they ran ads for 13 different brands.
  • Restaurants continue to be the largest class of advertiser but have yet to return to their original pre lock down level of GRPs. However, McDonalds increased its GRP weight of advertising significantly in Nov/Dec (57% more than May/Jun).

Clients with TV PPM subscriptions can access the full dashboard containing advertiser and brand details through the Lens platform.

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

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Posted by Jo Loup

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