Critical Resources for Advertisers

Guidance During Recessionary/Extraordinary Times

TVB is providing essential resources on marketing, media and managing teams during this critical period. Please contact us directly with questions and suggestions on material you would find valuable. We will be adding additional articles, research and useful information in the coming weeks. We hope you, your families and your teams stay well.

 

OnDemand Webinar

The Future of Local TV Is YOU | Presented March 19, 2020

Kevin Gallagher, EVP, Managing Director, Spark Foundry; Rita Marcocci, VP, General Sales Manager, WNYW FOX5 / WWOR MY9; and Will Offeman, Chief Product Officer, WideOrbit discuss Localism, Advising Advertisers, Crisis Management and Ad Tech during this critical business period.

 

Research

TVB Analysis: Broadcast TV Viewership During Coronavirus
TVB analyzed TV viewership for the first two weeks of March 2020, comparing them to the same time in 2019. Among key demos and dayparts, there has been a strong increase in broadcast TV viewing. Notably, adults 18-34 dramatically increased TV viewing, especially of local news.

Comscore: Coronavirus Insights Hub
As the global novel Coronavirus crisis grows, consumers are making significant changes to the way they interact with content and advertising across platforms. Comscore is providing ongoing updates on shifting consumption trends and the resulting impact on the advertising and media industries.

 

Managing Teams During Crisis

Advice on leadership, communication and action during the coronavirus outbreak. Learn More

 

Essential Articles


As the next earnings season approaches, CFOs and other senior leaders will need to focus on addressing immediate concerns associated with the pandemic while resetting expectations.
Comscore found that 20% of sets were in use at 6 a.m., up from 18%. Sets in use grows to 30% at 8 a.m., 36% at noon, 38% at 3 p.m. and 49% at 6 p.m.
In times of crisis, people see who their true friends are. For brands looking to build strong relationships with customers, make sure you provide help and service, and aren’t just in it for yourself.
COVID-19 is testing every facet of our global society, including the role of brands, and new research from renowned brand trust researcher Edelman shows nearly two-thirds of consumers believe their countries won't even make it through the crisis without brands playing a critical role.
Even though it’s not quite business as usual — every post, campaign and ad you run will need an added layer of care and empathy over the coming days and weeks — it is okay to continue to market and sell your product or services.
In times of crisis, keeping focus is key. A powerful tool for creating that focus is framing coverage through the lens of “Jobs to Be Done.”
Television network ad sales executives said they are taking a day-to-day or week-by-week approach as some advertisers make decisions on campaigns.
Today, agencies are busy making urgent changes to in-market campaigns. But long term, they’re scrambling to figure out how to remain strategic and valuable to clients that may not be buying ads again any time soon.
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