TV in the Time of Covid: Viewing Behaviors, Brand Recall & Favorability, and Reactions to COVID Creatives

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#AlphonsoWebinarWednesdays

2. Alphonso’s Webinar Wednesdays:
Navigating The New Normal in TV
Analyzing the Pandemic’s Impact on TV, As It Happens
TV in the Time of Covid
Viewing Behaviors, Brand Recall & Favorability, and
Reactions to Covid Creatives

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Speakers
Ashish Baldua
AlChief Growth Officer
Alphonso
Allen Bush
Chief Marketing Office
Alphonso
Moderator:
Jon Stewart
AlChief Growth Officer
Survata

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TV In the
Time of COVID-19
We’re glad to share these insights with
you, as we track what’s happening in TV
and OTT during the Coronavirus
pandemic. We want to help our partners
reach migrant audiences, understand
shifting viewing habits, and measure
outcomes carefully under new and
different circumstances.
This report is based on Alphonso data
from over 15 million U.S. households,
across many different brands of smart
TV providers and connected TV devices.
In It Together
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5. Key Weekly TV Trends

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Cable News Still Up 40% Since Feb 1
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Viewership Was Up 70% Since February at Peak

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Finance Networks: Reverse Image of S&P 500
7Source: Alphonso
S&P 500

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Streaming Settles In After Surge in March & April
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OTT services maintain a modest 5% gain since March 1 (10% since Feb 1) after binging drove a massive increase in initial SIP weeks
Source: Alphonso

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Family Networks Follow OTT Trend
9Source: Alphonso
As with streaming channels, movie and entertainment networks stabilize as activities steer back toward normal

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Broadcast Has Held On, Now at Pre-Covid Levels
10Source: Alphonso

11. Celebrity Programming Helps Lift Broadcast

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2020 Viewership Trend
0
0.5
1
1.5
2
Week
Jan 20
Week
Feb 10
Week
Mar 2
Week
Mar 23
Week
Apr 13
2020 vs 2019
-0.2
-0.1
-0
0.1
0.2
0.3
0.4
0.5
Week
Jan 20
Week
Feb 10
Week
Mar 2
Week
Mar 23
Week
Apr 13
Celeb Shows Help Buoy Broadcast
1 - average episode viewership for Jan and Feb

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2020 Viewership Trend
0
0.5
1
1.5
2
Week
Jan 20
Week
Feb 10
Week
Mar 2
Week of Mar 23 Week of Apr 13
2020 vs 2019
-20%
-10%
-0%
10%
20%
30%
40%
50%
Week
Jan 20
Week
Feb 10
Week
Mar 2
Week
Mar 23
Week
Apr 13
Celeb Shows Help Buoy Broadcast
1 - average episode viewership for Jan and Feb

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2020 Viewership Trend
0
0.5
1
1.5
2
Week
Jan 20
Week
Feb 10
Week
Mar 2
Week
Mar 23
Week
Apr 13
2020 vs 2019
-0.2
-0.1
-0
0.1
0.2
0.3
0.4
0.5
Week
Jan 20
Week
Feb 10
Week
Mar 2
Week
Mar 23
Week
Apr 13
Celeb Shows Help Buoy Broadcast
1 - average episode viewership for Jan and Feb

15. Major Increase In Reach & Frequency
For Brands Staying on TV

16. • Increase in heavy viewers
for March relative to
February
• Sizable conversions from
both light and medium
viewers to heavy viewers
• Cohorts increasing
viewership to higher level is
larger than decreasing
viewership to lower levels
16
Change in Light,
Medium and Heavy
TV Viewership Feb-
Mar 2020
Source: Alphonso

17. • Sample Brand Leveraging
Media Planning
• Brand able to achieve
higher reach with higher
frequency in April relative to
February with same spend
• Large gain from 0-frequency
bucket to frequency >11
bucket
17
Reach &
Frequency
Change from Feb
to April 2020
Source: Alphonso

18. Partner Spotlight: Survata

19. Q&A

20. Next #WebinarWednesday:
May 27 – Spotlight on Cable News