As COVID-19 continues to make its impact across the globe, Kantar is tracking how key advertising categories are responding to the virus with a YoY comparison of the number of :30 second commercials aired on the top 25 national TV networks.
While we are seeing anticipated drops from categories like Travel & Tourism, as well as expected upticks from categories like Household Products, we are also finding that unexpected categories like Automotive have been increasing the number of ads being shown. However, data suggests that some advertisers have shifted towards less expensive, non-premium inventory – and reaching fewer viewers as a result.
We will be updating this tracker on a weekly basis, so check back frequently for the most up-to-date data.
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Kantar has a wide range of resources available to help you navigate the landscape during this uncertain time, including our COVID-19 Barometer, the largest study of its kind which canvases over 25,000 people’s opinion in over 30 countries. The COVID-19 Barometer will help you lead the reaction that your business needs to take, in the coming weeks and months.