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 \u2014 but others are faring better given the circumstances (get our report about the explosion in streaming-service ads<\/a>). <\/p>\n\n\n\n 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. <\/p>\n\n\n\n Key Takeaways <\/strong><\/p>\n\n\n\n Why It Matters<\/strong><\/p>\n\n\n\n Tracking spend and impressions data, while important, doesn\u2019t paint the full picture, especially since all marketers are ultimately concerned about ad effectiveness. That\u2019s why it\u2019s 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\u2019s important to see which industries are succeeding during our \u201cnew normal.\u201d <\/p>\n\n\n\n![\"Industry](\"https:\/\/lh3.googleusercontent.com\/shLxqb7n_7EExJJkROXdHxVlpYkcmqrWk6G4SnNz2p-OmyLVbwerlXqCDiozETSwSdNd2qM0VwdXyr1sjKnLMH0nLW3MTJ-vbX1OkTitoTD2SvZ3Th-gUcH27NjZ-2-zBgFjVp5x\")