Editor’s Note: The pandemic and its impact on the economy has turned the TV industry upside down and created a unique situation: more TV viewing concomitant with less demand for advertising.
TV Networks Up On-Air Promos During Pandemic
TV networks are increasing the number of on-air promo messages for their programs and brands during the COVID-19 pandemic — while paid advertising has dropped. Starting with the COVID-19 shutdown in mid-March, which saw business closures and stay-at-home state orders put into place, there has been a dramatic slowdown in national TV advertising, as well as a rise in overall viewership. National TV advertiser inventory placed on TV networks has been estimated to have dropped 20% to 25% — in terms of cancellations or postponement — during the last two months.
Promos U.S. broadcast and cable TV networks have aired (according to iSpot.tv): 465,948 in January 18 – February 17; 440,291 February 18 – March17; 511,655 in March 18 – April 17; 533,779 in April 18 -May 17 period.
In addition, there has been a gain in impressions from networks’ on-air promotions during the last two months – up 22% to 100.1 billion impressions (from March 18 – April 17) and 19% to 93.5 billion impressions (from April 18 – May 17).
The top broadcast networks in terms of on-air promo airings over the last 30 days were: Fox, with 8,133; ABC, 6,422; NBC 5,216; CBS, 3,834. The top cable networks were: Discovery Channel, 26,083; Food Network, 24,970; Nickelodeon, 15,367, TLC Channel, 15,020.
Source: Friedman, W. (2020, May 18). TV Networks Up On-Air Promos During Pandemic, Impressions Higher. TelevisionNewsDaily: MediaPost