Critical Resources for Advertisers

Guidance in a Pandemic Environment

TVB is providing essential resources on marketing, media and managing teams to help advertisers in a pandemic environment. 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.

Research | Business Guidance | Managing Teams | Essential Articles


Holiday Shopping 2020 Insights

 

Research 

TVB Study: 2021 Purchase Funnel
TVB commissioned GfK to conduct this study. The 2021 Purchase Funnel Study identifies the importance of media platforms in influencing consumers during the purchase decision process. While this study recognizes the role of a variety of different media platforms, it does confirm that television remains the most important influence by far, through all stages of the purchase decision process.

TVB Study: 2021 Media Comparisons
Conducted by GfK and commissioned by TVB, this study is a key industry resource for multi-media usage and effectiveness. It explores the ways individuals consume media – both traditional and digital. It compares reach, time spent, where people get their daily news from, and which sources they feel are most trustworthy.

Moving Forward in a COVID-19 World: Local TV is Key
As our economic re-growth begins, flexibility, impact, and the right partners are critical to providing timely, geographically targeted messages that reach consumers quickly in a trusted environment. To assist in evaluating how local broadcast TV can help with messaging, TVB has put together an analysis on how and why local broadcast TV remains the go-to source for advertisers, and how both local and national advertisers can build on TV stations’ trusted relationships with local consumers.

Local News Beats Tent-Pole Programs
In response to COVID-19, Americans have relied on news outlets more than ever. TVB’s analysis compares tent-pole TV programs and popular events with the 6pm local news impressions during the third week of March ’20. It shows that even these TV specials can’t compete with the power of local broadcast news and its ability to reach audiences.

Moving Forward: States Open For Business
As the country prepares to move forward with a phased opening by state and region, TVB will be providing a weekly update of the status of U.S. states.

TVB Analysis: Broadcast TV Delivers Online Shoppers
TVB, with research from Dynata, GfK, and Data Plus Math, analyzed consumers and found that local broadcast TV is essential for providing them with the latest necessary information on COVID-19, and for reaching online shoppers during a time when online shopping is the only option for many.

TVB Study: 2020 Coronavirus Media Usage Study
TVB commissioned Dynata to conduct a study during this unprecedented time to determine the pandemic’s impact on people’s attitudes toward media and consumption of media. The study, fielded April 1-7, 2020, was comprised of over 10,000+ adults, 18 years and older, across 10 states: California, Florida, Georgia, Illinois, Louisiana, Michigan, New Jersey, New York, Texas, and Washington.

TVB Analysis: Broadcast TV Viewership During Coronavirus
TVB analyzed TV viewership for the 4 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.

Nielsen: Perspectives on Covid-19
Learn what’s next for consumers, marketers and measurement.

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.

MRI Covid-19 Consumer Insights Study
The MRI-Simmons COVID-19 study explores consumer attitudes and behavior related to the pandemic, and reveals two consumer segments that have emerged as a result of the crisis. Slides 11 and 12 highlight viewers’ preference and time spent with local broadcast TV news.

Understanding U.S. Voter Sentiment during the Coronavirus Pandemic
This chart from Resonate’s study highlights voters’ primary source for news; local TV leads over other media choices.

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Business Guidance

TVB Fact Pack: Local Leads the Way during COVID-19 Economic Recovery
City by city, state by state and region by region, consumer engagement will return to national levels over the next weeks and months. As our economic re-growth begins, national advertisers can build on TV stations’ trusted relationships with local consumers. To assist in evaluating how local broadcast TV can help with your national brands’ messaging, TVB has created a fact pack of research and resources.

ANA: How Local Will Lead the Way Out of the Crisis
TVB CEO, Steve Lanzano, contributed this blog to the ANA Marketing Maestros resource: “Marketers, as you assess media strategies and ad spend at this difficult time, remember that community by community, market by market and region by region, local TV can deliver impact and keep you top of mind as our national economy gets back on its feet.”

White Paper: How Brands Should Respond during the Covid-19 Crisis
Building off learnings from previous crises and examining what we have already learned from the COVID-19 threat, this paper from Mower Insights provides guidance on how marketers should address three critical areas of concern: 1. Investing for the future; 2. Finding your voice; and 3. Spending to the shifting media habits.

ANA Member Response to C-19
Relief, response and redeployment efforts from ANA members.

ANA Publishes Guide To Legal Challenges Facing Marketers During Pandemic
The guide covers topics such as: Contractual Issues; Sponsorship and Events; Endorsements; Agency Contracts; and more.

Harvard Business Review: How to Market in a Downturn
This brief from The Harvard Business Review details critical steps advertisers should consider in an economic downturn. Companies that put customer needs under the microscope, take a scalpel rather than a cleaver to the marketing budget, and nimbly adjust strategies, tactics, and product offerings in response to shifting demand are more likely than others to flourish.

Bloomberg: DIY TV Ads Keep Candidates Connected With Voters Stuck at Home
To get on air without violating coronavirus restrictions, campaigns are getting creative, with many shooting at-home videos. With people stuck at home, TV viewership up, and in-person campaigning sidelined, it’s more important than ever for candidates in competitive primaries or battleground races to be on TV.

COVID-19 Small Business Guidance & Loan Resources
Coronavirus funding options, guidance for businesses and employers, local assistance and resources from the Small Business Association.

US States’ Small Business Support Amid the Coronavirus Pandemic
Each state is ranked based on the help they’ve given and are continuing to give to small businesses during the pandemic. Scores depend on the number of loans that have been or are still available, the allocation of federal funding, and their regulations (e.g. extending businesses tax deadlines). Resource from Best Accounting Software.

A Regularly Updated List Tracking Marketers’ Response to Coronavirus
The rapidly spreading coronavirus is causing major disruption for marketers, forcing unprecedented action, including mandating employees work from home, closing offices, stopping agency reviews and tweaking or stopping certain advertising. From AdAge, here are some of the latest actions that major marketers are taking.

DiGennaro Communications: Covid-19 Market Intelligence Report
Curated content, insights and analysis for marketers, including: press highlights, media insights and analysis, industry events, and more.

 

 

Managing Teams During Crisis

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

 

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Essential Articles


Dealers and automakers had 2.87 million unsold vehicles on hand to open December, according to Cox Automotive. This is a 200,000-vehicle gain from the beginning of November but still 690,000 vehicles lower than a year earlier.
Homeowners with mortgages, representing about 63% of all properties, have seen their equity increase by 10.8%, according to CoreLogic. That equates to a collective $1 trillion in gained equity, or an average $17,000 per homeowner, the largest equity gain in more than six years.
Nielsen is making sweeping changes in the way it measures the viewing of programs and commercials, altering the way $100 billion in video advertising is bought and sold, and launching cross-platform Nielsen One in Q4 2022.
According to The Media Audit, 37.5% of adults 18+ with incomes of $75,000+ and 22.2% of adults 18+ with incomes of $100,000+ are protecting their wealth by using coupons or grocery store flyers – and more than 90% are engaged with TV during the average day.
61% of consumers reported switching purchase loyalty to less-expensive brands since the beginning of the COVID-19 pandemic, Inmar Intelligence finds.
As people continue working and attending school remotely, they’re also able to watch a lot more TV, according to new data from Nielsen. TV usage of office professionals and managers is up 21% between the hours of 9 a.m. and 4 p.m.
Homebuyer demand is surging again, after taking a slight break around the election. Mortgage applications to purchase a home rose 4% for the week, according to the Mortgage Bankers Association’s seasonally adjusted index. Volume was a decisive 26% higher annually.
With the upcoming runoff elections for both of Georgia's U.S. senate seats coming up on Jan. 5, ad spending is surging to $101 million, primarily across TV and radio.
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