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

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

  • 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.

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, H1 2019 & H1 2020
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+

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

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

TV VIEWING INCREASES DUE TO COVID-19

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
TV Viewing Increases in Average Audiences by Age
TV Viewing Increase by Household Income
TV Viewing Increase by Ethnicity
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