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COVID-19 Impacts on DTC Television Advertising
- The PDMI
- Feb 11, 2021
- 1 min read
Updated: Jun 14, 2021
DRMetrix, a PDMI research partner and the direct-to-consumer (DTC) television industryʼs leading research company, uses automated content recognition technology to track television ads airing across 130 national networks.
In this report, DRMetrix studies the top 50 DTC advertisers for 2019 to see how their TV ad buys have changed in 2020 before, during, and after the national quarantine lockdown. We'll compare the top 50 web/mobile DTC advertisers to the top 50 traditional DTC advertisers.
During the quarantine period, you'll learn that the top 50 web/mobile DTC advertisers from 2019 reduced their media expenditures by 34 percent while the top 50 traditional DTC advertisers increased their media expenditures by 76.6 percent.
More importantly, you'll learn why so many traditional DTC advertisers were successful during the COVID-19 crisis.
Click below to download this exclusive research report now.
During the COVID-19 pandemic, brands adapted their DTC television advertising strategies to match changing consumer behavior. Increased screen time led to higher competition for ad visibility across platforms. At the same time, gaming apps like DK11 Game saw a rise in downloads due to stay-at-home trends. This shift highlighted the growing connection between digital entertainment and modern advertising.
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