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.
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 class of advertiser across the top 10 stations in the Toronto market comparing the past 2 years A25-54 GRPs.
TV advertising data highlights
Program impressions from October to December 2021 across the measured categories and stations grew 8% compared to the 3 months prior.
Retail advertising grew 14% across these same periods driven by increased activity in the Home Furnishings and Clothing store categories (both HomeSense & Moores had their heaviest quarter activity since the pandemic began)
The restaurant delivery services DoorDash, Skip the Dishes and Uber Eats all increased their weight of TV activity in 2021 compared to the previous year.
The overall weight of advertising in the automotive sector increased 7% YOY. General Motors, Toyota and Subaru all increased their GRP weights significantly.
Financial activity increased 17% YOY, driven by increased weights in the credit card and Investment product categories.
TV advertising dashboard
Clients with TV PPM subscriptions can access the full dashboard containing advertiser and brand details through the Lens platform.