Year-to-date daytime local news viewing has increased 121% in New York compared to 2019, as per Nielsen.
As companies begin annual media planning based on past performances and KPIs, they must restructure their media strategy around macro trends like TV and video amid the pandemic. Considering shifts in these trends for the annual media planning can help brands and agencies discover new advertising opportunities in the new normal.
With COVID-19 impacting routines and consumers spending more time at home, daytime television viewing has increased significantly. Allocating ad slots to early mornings, primetime, late nights, and weekends could help advertisers reach primary income earners.
Further, the US OTT subscription video viewership has increased from an estimated 192.7 million to 207.5 million, according to eMarketer. Brands must adopt cross-screen advertising to effectively target these viewers that have shifted from TV to digital OTT channels.
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