Updated: Dec 9, 2020
Much has been made of 2020's massive changes. Worldwide, hundreds of millions of us have altered our routines due to the COVID-19 pandemic. We order take out or delivery rather than dine out. Amazon delivery drivers have become our most frequent guests. Major movies are released straight to streaming services rather than theaters. Our working, eating, buying and recreational habits are radically different than they were last year at this time. Yet many advertisers–including first-time national advertisers–are finding increasing success and connection with their customers through an old, reliable medium: television. That’s the conclusion of a Video Advertising Bureau (“VAB”) survey published in Television News Daily.
The resurgence of TV advertising is stunning. During the first six months of 2020, while much of the economy faltered, spending from first-time national TV advertisers rose more than fifty percent (50%). During that span, one hundred ten (110) first-time national TV marketers spent more than $460 million, according to VAB. For comparison, during the first six months of 2019, first-time national TV advertisers spent $300 million.
So, what does this mean for companies trying to connect with customers in 2020? It means that TV advertising is working better today than it has for years! Television seems to be filling a deep, social need for many of us. When we are stuck at home, disconnected from the office, friends, extended family, concerts, live sporting events, and other social gatherings, we naturally gravitate to virtual sociality. And television has been providing this virtual gathering space all along. What had seemed old now seems new again. Perhaps it is not such a brave, new advertising world after all.
Harvest Growth, a commercial production company, has been connecting advertisers with customers through Direct Response TV, production of infomercials, and all other forms of video advertising since 2006, helping lead our clients to over $2 Billion in sales revenues. Give us a call and we’ll help you take advantage of television’s renaissance.