The coronavirus pandemic brought drastic change to all corners of the television and advertising industries this year. Some marketer categories, like travel, faced truly existential crises — but others are faring better given the circumstances (get our report about the explosion in streaming-service ads).
Our always-on TV ad measurement and attribution platform is constantly tracking and analyzing business outcomes at scale with the iSpot Lift Rating, which measures the causal impact of TV advertising on key performance indicators. Several industries have seen year-over-year increases in iSpot Lift Ratings, suggesting that their 2020 TV ad strategies are resonating with viewers.
- Five industries that iSpot measured saw year-over-year increases in their iSpot Lift Rating: education, media & communication, weight loss, specialty retail and local search & information
- The education sector had the biggest year-over-year increase in its iSpot Lift Rating, 70.39%
- On the network side of things, Fox Sports 1, Fox News and CBS all drove lift at elevated levels during 1H 2020
Why It Matters
Tracking spend and impressions data, while important, doesn’t paint the full picture, especially since all marketers are ultimately concerned about ad effectiveness. That’s why it’s essential to keep an eye on outcomes, such as the iSpot Lift Rating, to see which categories are actually getting new business thanks to TV ad placements. With so much uncertainty still lingering right now due to COVID-19, it’s important to see which industries are succeeding during our “new normal.”