This document analyzes TV viewing trends during the COVID-19 pandemic based on data from over 15 million US households. It finds that overall TV viewership increased significantly, with the number of "heavy" viewers watching over 20 hours a week rising from 26% to 54%. Cable news viewership remains elevated while streaming has leveled off after an initial surge. Younger viewers are watching more comedy and drama, while older viewers prefer news and documentaries. Some brands have seen improved perceptions through COVID-related ads by showing how they are adapting, though there is a risk of looking insensitive. Precision targeting of shifting consumption patterns presents opportunities for brands.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
The role of television in the marketing of the 21st century // David Brennan SEMPL
David Brennan was Research and Strategy Director at Thinkbox from its launch in 2006 until a month ago when he set up his own media consultancy – Media Native – specialising in the role of TV in the communications mix in the 21st Century.
As Research & Strategy Director at Thinkbox, he has been responsible for managing all Thinkbox’s research needs, communicating them to the industry, helping to set its main communications messages and providing support and inspiration for the planning community and has managed a number of groundbreaking projects, including the Thinkbox TV Engagement Study, The TV Payback Study, Brain Waves – How TV works on the Brain; and Tellyporting – a look at the future for connected television.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
TV advertising's killer charts: what every marketer should know Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
It's packed full of useful and inspiring stuff from advertising response and talkability to the power of emotion and fame.
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
The role of television in the marketing of the 21st century // David Brennan SEMPL
David Brennan was Research and Strategy Director at Thinkbox from its launch in 2006 until a month ago when he set up his own media consultancy – Media Native – specialising in the role of TV in the communications mix in the 21st Century.
As Research & Strategy Director at Thinkbox, he has been responsible for managing all Thinkbox’s research needs, communicating them to the industry, helping to set its main communications messages and providing support and inspiration for the planning community and has managed a number of groundbreaking projects, including the Thinkbox TV Engagement Study, The TV Payback Study, Brain Waves – How TV works on the Brain; and Tellyporting – a look at the future for connected television.
This TV Trends Report is packed full of facts and figures about the television industry. For more information, visit thinktv.com.au or follow us @Think_TV
This report outlines the key findings from over 100 senior survey respondents in the media and entertainment industry.
In partnership with MarkLogic, we wanted to find out where the major challenges and opportunities lie and what players in the industry need to do to survive.
Enjoyed this report?
You may also be interested in our upcoming conference, The Future of Broadcasting, to be held 27th & 28th June in London.
Find out more on the website: http://bit.ly/1NViQ7w
Advancements in TV targeting have accelerated over the last decade. As set-top box technology continues to improve and potential addressable footprints expand, advertisers are beginning to apply advanced data targeting to traditional TV buys. We’ll walk through case studies showcasing both STB technology and cross-platform, TV-sync tactics. The advantages and pitfalls of the TV data revolution will also be discussed.
TV advertising's killer charts: what every marketer should know (10 slide tas...Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
For more visit www.thinkbox.tv
Tania Seif oversees the social marketing strategy and team at Coral, one of the UK’s largest bookmaking and gaming brands.
Read Tania's presentation 'Social Media & the Path to Purchase & Loyalty' from oi15
Media Trends in America. Past, Present and Future--Duane "DJ" SpragueDuane "DJ" Sprague
A comprehensive analysis of where the media usage and advertising opportunities have been, where they are today, and where they are going by age group and gender. Covers TV, radio, print and web 2.0. A must for advertisers, marketers, media planners and buyers.
By Rachel Healy, senior manager, and Kim Chua, manager, at Value Partners London
There has been much discussion about the level and rate of viewing migration from linear to VOD; the general consensus seems to be that the speed of the shift will be slow, and that the proportion of VOD viewing in the medium term (say fi ve years) will remain low at 6 – 8%, compared to c. 2% today. However, do these forecasts take into account step-change shifts in behaviour of Generation Z1, the ‘digital natives’? Value Partners runs an internship programme for aspiring TMT strategy consultants each summer. This year, we asked one of our interns to carry out primary research into their peer group’s current and future TV viewing patterns. We worked with her to design a 26-question survey which she distributed via Facebook. Although this is by no means a ‘representative sample’ of Gen Z – a sample of just 78 respondents, largely Oxbridge and users of Facebook – the results paint an interesting picture of the relationship this highly sought after demographic has with TV and how this will evolve as they leave university and move into the world of work.
4 things that brands are doing to win in the new video landscapeLucas Modesto
Back in the 1950s, when TV was first gaining popularity as an entertainment medium, advertisers had it fairly easy. With only three networks and one viewing screen, the audience was highly concentrated. To this day, I Love Lucy still holds the record for the highest Nielsen average for a TV season—67.3. Families around America tuned in weekly for a season that started with Lucy battling a conveyor belt at a chocolate factory and eventually welcomed Ricky Jr. to the world.1
Because of this concentrated TV viewing audience, advertisers knew when, where and what the whole country was watching without the need for sophisticated technology, data collection, or analysis.
Today’s television viewing landscape is very different. While TV screens still account for 91% of our viewing time,2 we’re now able to watch great video content wherever, whenever and however we want. According to Nielsen, traditional TV watching has declined 44% for viewers 18-24 years old and 32% for viewers 25-34 years old over the past five years.3 Meanwhile, streaming video is on the rise. In 2017, 59% of American households had a streaming video subscription, compared to just 38% in 2014.4
The Future of TV
Présentation donnée dans le cadre du MIC (10/12/2012)
Short overview of future tendances about television with focus on Social TV / Second Screen.
One word to keep in mind : Content
Content is the core & main concept of the future of TV
Addressable TV: The Re-evolution of the medium TVSocialMedia8
One-way communication and Television ran the show for about 60 years.
We now welcome CMOs to the re-evolution of the medium Television.
TV will transform to more channels, more platforms (cable, ip, connected), more
screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu,
Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…
This TV Trends Report is packed full of facts and figures about the television industry. For more information, visit thinktv.com.au or follow us @Think_TV
This report outlines the key findings from over 100 senior survey respondents in the media and entertainment industry.
In partnership with MarkLogic, we wanted to find out where the major challenges and opportunities lie and what players in the industry need to do to survive.
Enjoyed this report?
You may also be interested in our upcoming conference, The Future of Broadcasting, to be held 27th & 28th June in London.
Find out more on the website: http://bit.ly/1NViQ7w
Advancements in TV targeting have accelerated over the last decade. As set-top box technology continues to improve and potential addressable footprints expand, advertisers are beginning to apply advanced data targeting to traditional TV buys. We’ll walk through case studies showcasing both STB technology and cross-platform, TV-sync tactics. The advantages and pitfalls of the TV data revolution will also be discussed.
TV advertising's killer charts: what every marketer should know (10 slide tas...Thinkbox TV
This deck brings together the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.
For more visit www.thinkbox.tv
Tania Seif oversees the social marketing strategy and team at Coral, one of the UK’s largest bookmaking and gaming brands.
Read Tania's presentation 'Social Media & the Path to Purchase & Loyalty' from oi15
Media Trends in America. Past, Present and Future--Duane "DJ" SpragueDuane "DJ" Sprague
A comprehensive analysis of where the media usage and advertising opportunities have been, where they are today, and where they are going by age group and gender. Covers TV, radio, print and web 2.0. A must for advertisers, marketers, media planners and buyers.
By Rachel Healy, senior manager, and Kim Chua, manager, at Value Partners London
There has been much discussion about the level and rate of viewing migration from linear to VOD; the general consensus seems to be that the speed of the shift will be slow, and that the proportion of VOD viewing in the medium term (say fi ve years) will remain low at 6 – 8%, compared to c. 2% today. However, do these forecasts take into account step-change shifts in behaviour of Generation Z1, the ‘digital natives’? Value Partners runs an internship programme for aspiring TMT strategy consultants each summer. This year, we asked one of our interns to carry out primary research into their peer group’s current and future TV viewing patterns. We worked with her to design a 26-question survey which she distributed via Facebook. Although this is by no means a ‘representative sample’ of Gen Z – a sample of just 78 respondents, largely Oxbridge and users of Facebook – the results paint an interesting picture of the relationship this highly sought after demographic has with TV and how this will evolve as they leave university and move into the world of work.
4 things that brands are doing to win in the new video landscapeLucas Modesto
Back in the 1950s, when TV was first gaining popularity as an entertainment medium, advertisers had it fairly easy. With only three networks and one viewing screen, the audience was highly concentrated. To this day, I Love Lucy still holds the record for the highest Nielsen average for a TV season—67.3. Families around America tuned in weekly for a season that started with Lucy battling a conveyor belt at a chocolate factory and eventually welcomed Ricky Jr. to the world.1
Because of this concentrated TV viewing audience, advertisers knew when, where and what the whole country was watching without the need for sophisticated technology, data collection, or analysis.
Today’s television viewing landscape is very different. While TV screens still account for 91% of our viewing time,2 we’re now able to watch great video content wherever, whenever and however we want. According to Nielsen, traditional TV watching has declined 44% for viewers 18-24 years old and 32% for viewers 25-34 years old over the past five years.3 Meanwhile, streaming video is on the rise. In 2017, 59% of American households had a streaming video subscription, compared to just 38% in 2014.4
The Future of TV
Présentation donnée dans le cadre du MIC (10/12/2012)
Short overview of future tendances about television with focus on Social TV / Second Screen.
One word to keep in mind : Content
Content is the core & main concept of the future of TV
Addressable TV: The Re-evolution of the medium TVSocialMedia8
One-way communication and Television ran the show for about 60 years.
We now welcome CMOs to the re-evolution of the medium Television.
TV will transform to more channels, more platforms (cable, ip, connected), more
screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu,
Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…
Apresentação da associação americana que regula mídia digital out of home, oferecida aqui pela ABDOOH. Dados para justificar um pouco do que acreditamos aqui na agência no que diz respeito à relação direta que existe entre PROXIMIDADE e RELEVÂNCIA, além da valorização do MOMENTO ao invés da mídia.
The recovery of the media industry post-pandemic.pdfJohn Peterson
"Can you list a few sectors that have boomed during the pandemic?
Yes. Few sectors have invariably boomed; Various industries and sectors have responded differently to the pandemic. Though the Covid-19 swept the globe, accelerating trends like online media, education, e-commerce, and event management companies have thrived and have had lasting effects. In fact, they have topped the chart. In this article, let us extensively look at the Media industry post-pandemic. Read more https://bit.ly/3wQ2nwv"
As per the report, TV viewing habits have become more fragmented globally, with average daily watch time across linear TV and OTT being two hours and 53 minutes, and watch time on streaming platforms surpassing linear TV by 22%.
See how in this Effectiveness case study, the iconic bread baker used print and digital newspapers plus TV to increase sales, penetration and emotional engagement.
Presentación del CEO de Optiva Media, Valia Merino, en el Desayuno Europeo sobre el nuevo cliente digital organizado por Madrid Network el pasado 11 de diciembre en la sede de la Comisión Europea en Madrid. La presentación enfoca la reflexión en el nuevo rol del televidente digital móvil y cómo la industria se está adaptando al mismo.
In the second installment of L.E.K.'s "The Perennial Millennial" Executive Insights spotlight series, we explore the uptake and future interest in Over-The-Top (OTT) services among Millennials by life stage and the potential impact on traditional Pay TV providers.
Ahead of the VICELAND TV launch in the UK, VICE and Brandwatch analyzed Twitter conversation from the US and UK, over a one-year period and identified the profile of a potential UK VICELAND viewer.
The research uncovered:
- A richly detailed target persona
- Ways and means of engaging the desired audiences
- Strategies for future TV scheduling and planning.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
The Influence of Marketing Strategy and Market Competition on Business Perfor...
Survata & Alphonso Webinar | TV Trends During COVID-19 | May 20, 2020
1. 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
2. 4
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
4
6. 8
Streaming Settles In After Surge in March & April
8
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
7. 9
Family Networks Follow OTT Trend
9Source: Alphonso
As with streaming channels, movie and entertainment networks stabilize as activities steer back toward normal
10. 12
2020 Viewership Trend
0.5
1
1.5
2
Week
Jan 20
Week
Feb 10
Week
Mar 2
Week
Mar 23
Week
Apr 13
2020 vs 2019
-0.1
-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
11. 13
2020 Viewership Trend
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
-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
12. 14
2020 Viewership Trend
0.5
1
1.5
2
Week
Jan 20
Week
Feb 10
Week
Mar 2
Week
Mar 23
Week
Apr 13
2020 vs 2019
-0.1
-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
14. • 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
15. • 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. TV TRENDS DURING COVID-19
Understand the behavioral and attitudinal
changes on TV viewership during COVID-19
PERCEPTIONS OF TV ADS
Understand the perception of TV
advertising during COVID-19
WHICH AD STRATEGIES WORK?
Understanding which types of ad
strategies work and which don’t work
RESEARCH OBJECTIVES
19. STUDY OVERVIEW
Fielding Dates: 5/15 -
5/18
An online 15-question
interview conducted
on the Survata Digital
Network
SAMPLE
Alphonso-Measured TV
Audiences (n = 2,018)*
General population, USA
census representative
sample (n = 534)
ANALYSIS
Conducted on
Survata’s dynamic,
live dashboard (the
Survata Analytics
Suite)
Call outs based on
statistical tests
conducted at 95% CI
STUDY METHODOLOGY
*TV Audiences
Genre Viewers: Cable News, Local News, Family, Sports Fans, OTT/VOD
TV Channel Viewers: Fox News, MSNBC, CNN
Consumption Levels: Heavy, Light
21. In open-ended feedback, consumer responses to ads indicate
controversy. There is a fine line to tread; there are risks for brands to
look deceptive, cliché, or irrelevant.
Please think of when you've seen TV ads featuring the COVID-19 pandemic.
What, specifically, have you liked or disliked about these ads?
Please be as specific as possible.
“All of the ads seem
deceptive and looking to
take advantage of the
consumers fears….”
“The human side of us as a
whole is coming back. People are
caring a little more now.”
“[I like] Ads that talk about
everyone being in this
together. We're all together,
while being apart.”
“I've liked how they
carry a message of
unity and self-care.”
“I don't like how they
all sound the same.
"In these trying
times" and such”
“[I like] Support of workers and
encouragement I don't like the
ads encouraging people to risk
their or other lives by going out
into public.”
“I like there educating
the public on the
proper ways to be safe
from getting covid-19.”
22. HEAVY TV VIEWERS MORE LIKELY TO DISAGREE WITH
SOCIAL DISTANCING MANDATES
23% 24% 24% 23% 23% 21% 21%
27%
22%
20% 20% 20% 18% 19% 19% 20%
22%
19%
57% 56% 57% 58% 58% 59% 59%
51%
59%
Cable News Local News Family SportsFans FOX-News MSNBC CNN Heavy-Viewers Light-Viewers
Disagree Neither agree nor disagree Agree
Agreement with social distancing mandates
Sample size n = 2551; Census rep (n = 534); Alphonso data: (n = 2018)
Q15: How much do you agree or disagree with the social distancing mandates in your state?
23. OPPORTUNITY AND RISK FOR COVID-19 MESSAGING
Sample size n = 2551; Census rep (n = 534); Alphonso data: (n = 2018)
Q11: Please think of when you've seen TV ads featuring the COVID-19 pandemic. Generally, how have these ads changed
your perception of the brands advertised, if at all?
45% of TV watchers have an opinion toward brands with COVID-19 advertising right now
Bottom 2 Box
Score: 21%
10%
11%
55%
17%
6%
Veryunfavorably
Somewhat unfavorably
Neitherfavorably nor unfavorably
Somewhat favorably
Veryfavorably
Top 2 Box
Score: 24%
How have COVID-19 ads changed your perception of
the brands advertised, if at all?
24. BRANDS THAT SHOW HOW THEY’RE ADAPTING DURING
CRISIS HELPS BOOST CONSUMERS CONFIDENCE
Base size n = 1632; Census rep (n = 311); Alphonso data: (n = 1321)
Q10: When brands advertise on TV during COVID-19, which of the following themes, if any, are compelling to you? Please select all that apply.
51%
47% 46%
39% 38%
33%
24%
22% 20%
Promoting at-home,
delivery, and safe-
pick up services
Promoting COVID-19
safety measures
Featuring frontline
workers (e.g.
healthcare providers)
Empathizing with
families affected
Featuring essential
workers
Showing how their
brand is adapting
during COVID-19
Expressing solidarity Providing sales and
promotions for
consumers
Advertising as the
brand would normally
(not featuring
COVID-19)
Baby boomers are compelled more by ad
themes that feature essential workers, frontline
workers, and as that express solidarity.
Younger generations (Millennials, Gen Z)
slightly prefer sales and promotions over their
older counterparts, perhaps because they are a
more price sensitive group overall.
Urban-based watchers would
prefer the brands to promote
COVID-19 safety measures,
perhaps because they live in
denser areas.
Advertising Themes
26. HEAVY VIEWERSHIP SIGNIFICANTLY INCREASED
The amount of TV watched increased significantly across all the audiences — with the number of heavy TV
viewership (over 20 hours/week) increasing from 26% to 54% of the sample.
Sample size n = 2551; Census rep (n = 534); Alphonso data: (n = 2018)
Q: For before COVID-19 and during COVID-19 respectively, how many hours of TV did you watch in an average week? Please select one response for each period.
47%
27%
14%
6% 6%
24% 23% 23%
15%
16%
Up to 10hours a week 10 to 20hours aweek 20 to 30hours aweek 30 to 40hours aweek 40 hours ormore aweek
Before COVID-19 During COVID-19
• Baby Boomers are now more
likely (22%) to spend 40 hours
or more than younger
generations.
• Now, TV viewers in rural areas
are more likely to watch 40
hours or more compared to
urban viewers (24% vs. 15%).
Hours of TV Watched per Week
Before and During COVID-19 Respectively
27. LINEAR TV IS STILL CONSIDERED ESSENTIAL
Netflix remains the top preference of the audience, however, there are still ad-supported opportunities — with
traditional TV and Hulu as top viewing platforms behind Netflix.
Sample size n = 2551; Census rep (n = 534); Alphonso data: (n = 2018)
Q: If you were stranded on a deserted island, which TV platform would you bring with you? Please select one.
40%
20%
11%
10% 9%
4%
1% 1% 0%
Netflix Cable/satellite
service
Hulu Disney+ Amazon Prime YouTube Premium HBO Showtime Apple TV+
If you were stranded on a deserted
island, which TV platform would
you bring with you?
28. SHIFTS IN CONTENT TYPE VARIES BY GENERATION
Since COVID-19, Gen Z is watching more drama/suspense (32%) and comedy (35%), Millennials (25%) and Gen X (23%)
are preferring more documentaries and Baby-boomers are watching more news (48%) than other demographic profiles.
Sample size n = 2551; Census rep (n = 534); Alphonso data: (n = 2018)
Q: Which of the following types of TV, if any, have you watched more of since COVID-19 started? Please select all that apply.
5%
32%
35%
12% 12%
14%
24%
28%
25%
17%
24%
22%
24% 23%
13%
48%
21%
16% 17%
7%
News Drama/suspense Comedy Documentaries Reality-TV
Gen Z Millennials Gen X Baby Boomers
Which of the following types of TV have you
watched more of since COVID-19 started?
29. OPPORTUNITY FOR PRECISION TARGETING
50% of TV viewers are watching more TV in general, alluding to potential opportunities with advertising. 27% of TV
viewers are watching more TV alone, 20% watching more with others , with 19% agree to watching during work hours.
Sample size n = 2551; Census rep (n = 534); Alphonso data: (n = 2018)
Q: Which of the following statements, if any, do you agree with? Please select all that apply.
50%
27%
20% 19%
Since COVID-19, I watch
moreTV in general
Since COVID-19, I watch
moreTV alone
Since COVID-19, I watch
moreTV with others
Since COVID-19, I watch TV
duringworking hours
Percent of Respondents Agreeing with the following
TV Consumption Statements Who is TV-watching WFH?
• Since COVID-19, women
are watching more TV
between 12 PM to 8 PM
than men.
• Since COVID-19, the
Northeast and South
watch more TV during
their working hours.
31. Respondents recalled a mix of brands currently running COVID-19
spots in an unaided question, indicating a range of opportunity for
brands to drive awareness.
Please list all the brands you can think of that have
advertised on TV during COVID-19.
This includes ads on streaming TV, like Hulu.
“Nike”
“Amazon”
“Progressive”
“Clorox”
“Geico”
“Walmart”
“Hulu”
“Toyota”
“Liberty Mutual”
“Google”
32. BRANDS USING ADS TO LEVERAGE THE CRISIS TO
THEIR ADVANTAGE
Sample size n = 2551; Census rep (n = 534); Alphonso data: (n = 2018)
Q11: Please think of when you've seen TV ads featuring the COVID-19 pandemic. Generally, how have these ads changed
your perception of the brands advertised, if at all?
How has your impression of the
following brands changed since
COVID-19 started? (Top 2 Box)
(among those who have seen each respective brand’s ads)
35%
34%
28%
25%
24%
21%
The New York Times
FedEx
Nike
Lyft
Facebook
Budweiser
33. Brands see increases in KPIs
Even with COVID-19, TV advertising
can help drive brand awareness.
Consumers think favorably about some
brands after ad exposure, especially
certain brands topical to the crisis.
There is a fine line for ad tone
Brands that show how they’re adapting
during crisis helps boost consumer
confidence. Advertising as “business as
usual” could come off as irrelevant or
even insensitive. Brands need to get
clear on who they’re talking to and cater
messaging to them.
TV viewership is evolving
Habits are changing. TV viewership
increased and is now leveling off. These
trends are favoring certain types of TV
and certain audiences over others.
Overall, this indicates an opportunity
for brand advertising.
321
EXECUTIVE SUMMARY
