Direct Response TV Effectiveness in COVID-19
The lifestyles of most U.S. consumers have undergone substantial and significant changes as a result of the Coronavirus pandemic and ensuing shutdown and accordingly, many people’s media consumption habits have evolved as well.
Recent audience research has consistently shown that television viewing during the shutdown period has generally increased across the board, for basically all dayparts and most demographic groups.
For DRTV advertisers, the dynamics of the current situation present an immediate challenge: will demand for their products or services drop to the extent that it doesn’t make sense to continue their DRTV campaigns, or will interest in them actually increase during this time, as many consumers are now considering alternate or new approaches to their lives?
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