Retail, Health & Beauty Drive DTC Brands in First Half of 2020

Brands were put to the test in the first half of 2020, as concerns around COVID-19 closed physical stores around the country. But many consumers were still looking to buy retail, health and beauty products, and direct-to-consumer (DTC) brands were able to fill that void. Looking at all DTC brands in 1H 2020, iSpot found that retail, health and beauty brands made up over 39% of all impressions.

Some of the key takeaways from iSpot’s DTC report:

  • Health & beauty brands made up over 21% of all DTC brand impressions on TV, leading all industries
  • The most retail, health and beauty impressions came from the following shows — Home Town, FOX and Friends, Love It or List It, Law & Order: Special Victims Unit, The Situation Room with Wolf Blitzer
  • Top networks (by impressions) for retail, health and beauty brands were Fox News, HGTV, CNN, MSNBC and Hallmark
  • In all, 18 different brands in these industries had at least 1 billion impressions in the first half of the year, led by Wayfair (11.3 billion)
  • Impressions for DTC retail were up 0.12% compared to 1H 2019, despite spend being down nearly 16% in the same period

Why It Matters

With more brands being forced to be “DTC” this year, how these companies have used TV advertising to appeal to customers is worth observing further. And as new brands come to TV for the first time, these are potential roadmaps for how to effectively buy ads that garner a needed audience and attention.

Want to learn more about how DTC brands are advertising on TV? Download iSpot’s report below:

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