Critical Resources for Advertisers

Guidance for the Economic Rebound

TVB is providing essential resources on marketing, media and managing teams during the economic rebound. 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



Local News Beats Tent-Pole Shows Analysis

 

 

Research

May 2020 Viewing Analysis: Local TV News Holding its Own & Then Some
Three months into the pandemic, local broadcast TV news continues to be a go-to critical source for viewers. TVB analyzed viewership over the 5 weeks of May 2020 and found that evening and late news maintained a consistent level of impressions in key demos on a week-by-week basis, with an increase the last week of the month.

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 national political action committee formed by Republicans determined to defeat President Trump is launching a $1 million advertising campaign that attacks Republican Sen. Susan Collins of Maine.
Omnicon reported pandemic-impacted 2Q20 revenue was down 24.7%, to $2.8 billion. Cost cutting during quarter included 6100 employee layoffs and eliminating one million square feet of real estate space. During an earnings call, CFO Phil Angelastro said Omnicon believes the quarter would be the low point for revenue for the year.
The US ad economy will have an easier recovery than the global ad economy, according to forecasts from the Big 3 agency holding companies. The revised outlooks of GroupM, Magna and Zenith averages a 6.3% downturn in the US in 2020, versus a 9.4% downturn worldwide.
Procter & Gamble is striking ad deals for the 2020-2021 TV season outside of its media agencies, multiple buyers and sellers familiar with conversations tell Ad Age. The consumer packaged goods giant is one of a handful of marketers moving ahead of its media buying agencies and going directly to TV network sellers to commit ad dollars in the upfronts.
President Trump’s re-election campaign has made advance bookings of $147.2 million for TV ads (broadcast and cable) set to air from Labor Day through Election Day, and three out of the top 10 markets being targeted are in Florida: Tampa-St. Petersburg (Sarasota), Miami-Fort Lauderdale and Orlando-Daytona Beach-Melbourne.
In what could be a positive move for automotive advertising, a new survey commissioned by CarGurus finds fewer buyers are putting off a purchase. The survey found that in June, 69% of car shoppers reported delaying their car purchases, down from 79% in April. And even among those delaying their purchase, the majority (70%) are actively researching their planned buy.
A Democratic super PAC is expanding its ad buy backing presumptive Democratic presidential nominee Joe Biden in Texas on the heels of a poll released Thursday showing Biden neck and neck with President Trump in the Lone Star State.
After plummeting 31% in May, the U.S. ad market showed signs of stabilizing in June, declining only 17% in June vs. the same month in 2019, according to the latest data from the U.S. Ad Market Tracker, a collaboration of SMI and MediaPost.
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