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


A new survey by the National Retail Federation and Prosper Insights & Analytics reveals that holiday shopping has gotten off to an earlier start than usual this year and that cash will definitely not be king this season. As of early November, 59% of holiday shoppers said they had started making purchases, up 21% from a decade ago.
In November, builder confidence in the construction market for single-family homes soared to its third record high in as many months. Overall builder sentiment hit 90 on the monthly National Association of Home Builders’ Wells Fargo Housing Market Index. Last November, the index stood at 71.
The early start predicted for holiday shopping in the pandemic year of 2020 is happening, according to store traffic counts by Placer.ai. While traffic at apparel stores remained down compared to 2019, most national chains experienced a resurgence in October.
According to Nielsen, “On average, it takes three to five years to recover equity lost because of halted advertising, and long-term revenue can take a 2% hit for every quarter a brand stops advertising.” Nielsen adds that companies which “frugally” maintained their marketing efforts during the crisis protected as much as 9% of total sales annually. “Playing the long game is critical,” Nielsen says. “The long-term impact of marketing is 88% higher than the short-term impact.”
Despite COVID-19, holiday shoppers intend to spend about the same dollar amount as last year, according to an estimate from The Conference Board. However, consumers will spend their dollars differently this year. Toys and games are set for the biggest spending increase and gift cards will see a boost in spending, while jewelry is expected to suffer a major decline.
According to a survey by shopping rewards app Shopkick, 60% of respondents say the pandemic has changed their shopping habits forever. 67% of respondents plan to always stay stocked up on essential products, and 49% will continue to take fewer, but bigger shopping trips 49% and 46% will buy online more 46%.
With Georgia’s two U.S. Senate runoff elections poised to determine the balance of power in Washington, the state is expected to see massive spending on ads and other campaign activities. The outlays ahead of the Jan. 5 elections could reach $1 billion, according to some political analysts.
Retail demand for new automobiles in October reached a seasonally adjusted, annualized selling rate of 14.8 million in October, according to an estimate by Morgan Stanley Research. That is the retail SAAR’s highest level since September 2018, when it reached 15.5 million vehicles.
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