TV’S IMPACT ON ROI
Recent SMI data shows that U.S. national advertisers across all verticals have allocated only 47% to TV/Video vs. 53% to digital. This shift from “sight, sound and motion” (TV/video) to “sight alone” (digital display, print, outdoor) over the past number of years, runs in contrast to the impact that TV has when compared to other media. Among the research referenced in support of TV/Video, Nielsen NC Solutions study showed how linear TV doubles the ROI of digital display; more than making up for its higher CPM. Similarly, An Advertising Research Foundation (ARF) study showed that linear TV generates about 20% more sales per GRP than it did 30 years ago. The reason for this is due to the fact that each GRP now represents +45% more U.S. homes/population now than it did in 1980. “TV in a realistic sense is an even better buy now than it ever has been.” (MediaVillage: 1/14/21)
ADVERTISING DURING THE PANDEMIC
Due to COVID-19 some brands pulled back on their advertising. However, P&G increased its outreach to consumers by airing 22% more spots (Radio, broadcast TV and cable) in 2020 (23.2 million) vs. 2019 (18.9 million). Brands include Tide, Gain and Downy; Bounty paper towels; Febreze fabric softener; and Charmin bath tissue. Among single brands, Geico, was once again the nation’s leader airing nearly 7 million times across local cable (#1), broadcast TV (#1) and radio (#2). The article goes into more detail ranking the top 10 brands for broadcast, cable TV, and Radio. (RBR: 1/13/21)
CHANGES IN TV VIEWING HABITS
America’s TV viewing habits changed as a result of the pandemic and more newly found free-time than ever before. One way viewers are staying up-to-date is by “flocking to their local TV news channels” for reports on the latest COVID-19 information and political news. While 25-54 year old viewership has increased by 10%, youth and teen viewership increased by 20%, indicating co-viewing. Beyond the news, Entertainment remains important, and according to Nielsen, sports broadcasts were among the top TV programs that viewers tuned into last year. Though these TV viewing habits have been shaped by the pandemic, Nielsen says “in all likelihood, the atypical nature of the year will be profound enough to drive permanent shifts in consumer behavior, including media consumption.” (SalesFuel)
AS TV EVOLVES, SO DOES SYNDICATION
Syndicators look beyond linear TV alone, to maximize the audiences of every piece of content they produce. Companies in the space need to consider how streaming platforms fit into their distribution models. However, the goal of landing them on TV stations is still “first and foremost”. Included for a fall 2021 release: Fox’s You Bet Your Life, starring Jay Leno; Debmar-Mercury’s Nick Cannon, the launch of which was delayed last year; and Sony Pictures Television’s The Good Dish. “That said, don’t be surprised if these new shows also show up on non-broadcast platforms.” Despite all the fragmentation, one bright spot is that digital viewers are not linear viewers so one does not cannibalize the other. (NEXTTV: 1/18/21)
CES 2021 TAKEAWAYS
Active’s SVP of Integrated Media, Robert Acquaotta, sums up his experience at this years virtual CES show. As Rob points out, it was difficult to envision how a show as expansive as CES could be adequately recreated on a laptop screen. Part One describes the standouts at this year’s show including “at least one impressive key note, a few cool immersive digital exhibitor experiences” and how CES still creates excitement. Part Two explores “The Pandemic Lifestyle” which encompasses brands from “Hygiene, Fitness and Well-being to Entertainment.”
