covid-19 Archives - Modus Direct

Emerging Trends After 1 month of COVID-19 “Lockdown”

Posted on May 14, 2020May 14, 2020 by shanireardon

April marked the first full month of lock down for most of the world. As advertisers adjust TV spend and creatives to reach and engage with consumers watching increasingly more video across all screens, what trends have emerged?

Source: https://info.tvsquared.com/rs/597-QOT-387/images/COVID-TV-Insights-April-2020.pdf?mkt_tok=eyJpIjoiTm1aa01qQTFNVE15T1RCaCIsInQiOiJFSDBXNlwvcFFGNnRCWUI4bEI0T1o0RXlpRE1cL3phcG5zNnY0ZEpyQzkrcGM0emJqSHU0VjROOVlIWlV0Q2w1Um9kT2ttaWt5cU92UWRYVnRXSFVIMHlIVEFXd2lcL2FGYnVmUk95YzltTGdNQzJidk9DeTY3NUZrcWpjOXlNWUdQTCJ9

Nielsen: Connecting TV and Social Media in campaign performance is more important than ever

Posted on May 7, 2020May 7, 2020 by Modus Direct

Not only are people consuming more TV, but now they are having more conversations about the programs they watch on Social Media

Total volume of TV and COVID-19-related conversations, on Twitter alone, reached nearly 9 million since the start of 2020 in the U.S.—a staggering 40X increase

588% increase in Social TV Activity comparing Spring 2019 and Spring 2020 for Children and Family Movies

Interestingly Spanish-language entertainment is down 23%, but Spanish-language News & Talk is up 71%

More: https://www.nielsen.com/us/en/insights/article/2020/quarantined-consumers-are-bridging-gaps-in-social-contact-with-tv-and-social-media/

Number of TV tweets mentioning COVID-19 or Coronavirus

Volume of Social TV Activity: Spring 2019 vs. Spring 2020

Volume of Social TV Activity: Spanish, Prime Talk and News

Volume of Social TV Activity: Children and Family Movies, Streaming Services

Shows Sports Fans are tweeting about during the pandemic

COVID-19: Why TV Ad Spend Will Fall. Sports and Political Ad Spend.

Posted on April 29, 2020April 29, 2020 by Modus Direct

eMarketer: Why TV Ad Spend Will Fall. Sports and Political Ad Spend.

Previous reports called for a 2% increase in TV Ad Spend for 2020. Now, experts are estimating a 22.3% – 29.3% DECLINE in TV Ad Spend first half of 2020.

Political ad spend will be on hold in 2Q20. Candidates don’t want to be seen as being insensitive campaigning during the pandemic.

No Sports Content. Professional leagues have cancelled or suspended season.

Kantar estimated March Madness, the NBA playoffs and the NHL playoffs collectively accounted for about $2 billion in TV ad revenues last year.

NBCUniversal reported advertiser commitments for the 2020 Olympics amounted to about $1.25 billion and Moffett Nathanson Research estimated losses to ESPN, ABC and TNT ~$700 million due to the NBA season cancellation.

US TV Ad Spending Growth, 2019 & H1 2020

More: https://www.emarketer.com/content/how-the-coronavirus-will-change-our-us-tv-ad-spending-forecast

Changes in Audience Trends for Adults 55+

Posted on April 21, 2020April 21, 2020 by Modus Direct

iSpot COVID-19: Adult 55+ Audience Trends

The 55+ demo is seeing the most reach during Primetime on the 4 major broadcast networks (NBC, ABC CBS, FOX).
Of these top performing broadcast networks, NBC Primetime is the top performer for the 55+ demo with 35% segment reach in comparison to FOX which only saw 24% reach within the segment.
Of the 4 major broadcast networks, ABC is seeing the largest increases in WoW Average Time Viewed.
In particular, the Late Fringe PM daypart led with a 31% increase and Early Morning (+17%) and Overnight (+15%) followed.
Fox News Daytime is a strong performer among the 55+ demo, ranking top 10 in reach while seeing the second highest Average Time Viewed (115 min) and a 10% increase in WoW viewership.
While Fox News Daytime appears to be increasing in WoW viewership, CNN Daytime should also be monitored as it’s seeing the largest WoW increase in viewership (15%) compared to other cable news networks on any other daypart.

iSpot: Top 20 National Cable Networks by Adults 55+ Viewership

TV VIEWING INCREASES DUE TO COVID-19

Posted on April 21, 2020April 21, 2020 by Modus Direct

Comscore: Surging levels of COVID-19 TV coverage driven by diverse audience

Several key age ranges are showing significant year-over-year viewing increases, with 18-34 up 38 percent, and 35-54 up 35 percent
Viewing among Hispanic households is up 42 percent, while viewing inAsian households increased 62 percent.
Analysis is Broadcast Television viewership and does not include OTT