Television impressions were up in the first half of 2020. But for every advertiser, the challenge was that those impressions were scattered all over, instead of centered on tentpole events. Some industries were able to respond to this new dynamic, finding new programming options to continue reaching their target audience.
- With increased consumer concerns around health and long-term stability, the insurance industry saw impressions increase by 26.82% in the first half of 2020 — despite a lack of live team sports (a major aspect of insurance advertising) for nearly four of those months)
- Restaurant industry impressions have declined overall, but some sectors like pizza (up 19.15%) actually showed significant increases in the first half of 2020
- As the landscape around in-person instruction shifted dramatically, impressions for the education industry saw a major jump, especially for at-home educational services
Why It Matters
An industry or brand’s ability to increase impressions without tentpole events doesn’t necessarily mean an increase in spend to go with it. The changed TV environment has revealed new programs and dayparts that deliver big impression numbers, and put messaging in front of target audiences. Yes, advertisers are faced with extra challenges right now. However, certain industries have been able to adopt new strategies in order to continue finding value in TV ads. Find out more in iSpot’s first half report: