Britons’ exposure to TV adverts increased 15.6% at the peak of lockdown

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 09, 2020, 12:43 PM UTC

The average TV viewing time was up 12%, compared to the months before lockdown in 2020.

According to the Advertising Standards Authority, TV ad exposure for UK viewers went up 15.6% from 16 March to 2 May. This was driven by a 20% jump in TV viewing hours in the weeks that followed the announcement of a lockdown in mid-March in the UK.

The sectors impacted heavily by COVID-19 saw far less exposure to ads. These sectors are hospitality, travel and cinema. Sectors like government/social campaigns, food-related brand building ads saw increased exposure to ads owing to greater corporate responsibility messaging by supermarkets.

Additionally, a hike in exposure for haircare, oral hygiene and household cleaning supplies ads was observed. Another cited study found Britons spending six hours and 25 minutes daily on average watching TV and online video content, in April.

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