From March 2020, when COVID initially hurled chaos down onto the country (and the globe), the world of advertising experienced seismic shifts, from which it has not yet fully recovered. As mentioned in a previous ARM article on post-COVID TV launches, traditional media advertising revenue halved year-on-year (YoY) across the height of the first lockdown. […]
TV
TV’s journey in 2020
I’m sure you heard it throughout the year, TV in 2020 made a ‘comeback’ after years of falling ratings. Overall, there were 5% more adult impacts available in 2020 vs. 2019, and that was even a slight increase during 2018 also. You can see below that this came from significant jumps in TV viewing in […]
Protected: 2 key considerations for TV advertisers during a recession
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Should you ever consider a Christmas creative?
The expected perennial protagonists have showcased their Christmas ads this year; some perhaps a tad more reserved than we’re used to considering the year we have had, and others still producing big-budget masterpieces. The latter tend to be more brand-led and are designed to increase consideration and separate said brand from the surrounding clutter. But […]
Is it time to get creative with TV advert lengths?
Working on a creative can be a minefield. There are a myriad of considerations to ensure a TV creative will catch the audience’s attention and prompt them to take action. Aside from what’s in the creative, the second length (duration) of the advert can have a significant impact on performance. Why does creative length impact […]
How has COVID impacted TV internationally in 2020, and what can you do about it
It’s no secret that the COVID pandemic has meant mixed outcomes for advertisers. When it comes to ATL media, TV viewership numbers have dramatically increased as consumers are increasingly at-home and prices have often dropped with lower demand – however financial uncertainty and logistical challenges caused by lockdowns may have impacted response or broader business […]