4C’s Insights Volume 200

Mar 26, 2020 • Aaron Goldman

Once again, I want to lead off with well wishes to our community around the world. Here’s hoping this finds you safe and healthy.

Things certainly have changed in the 4 years since we started this newsletter. As we publish our 200th edition, it seems fitting that we simply take things one week at a time. We’ve set up a COVID-19 resources page that will be continually refreshed with links to updates and best practices from 4C and our partners.

Looking at the past 7 days, we’ve seen adjustments being made by advertisers to address consumer behavior responding to the pandemic. As I shared with MediaPost:

“I think in the short term, we’ll see a tremendous lift in terms of hours spent with video as people remain in their homes. Linear TV, especially broadcast and cable news channels, are probably drawing more eyeballs for longer durations than at any time since the pre-digital age, though that may be balanced to a degree by the sudden absence of live sports content. With ad-supported streaming, increased use means increased inventory overall, so the dynamics there are different. We are seeing increased demand but also increased supply.”

Using Teletrax TV ad occurrence data from Kinetiq, we can see how various sectors have responded within the past week. As expected, healthcare and consumer packaged goods have maintained their presence while other categories are scaling back. Perhaps most surprising is that automotive was up over 30%.

This chart describes the TV Ad Occurrences of various categories from March 1 to March 15, 2020.

On the digital side, the closed ecosystems are proving resilient and, through March 15th, we saw year-over-year spend increase 25% as shared with CNBC and Ad Age but that growth slowed to 16% when we updated the data through March 22nd. Nonetheless, any growth at all is welcome, especially when juxtaposed against the struggles of publishers on the open web.

As ever, the world zeitgeist is captured on social media. Global instances of #Coronavirus continue to proliferate but the curve is flattening a bit.

Meanwhile, hashtags related to people staying home reflect the use of technology and social media as a means to stay connected.

For my part, I’ve launched #HaircutForHealthcare and invite everyone to post a DIY haircut and donate to Direct Relief.

Until next week, please take care of yourself and those around you. And don’t hesitate to reach out if we can provide any support on the personal or professional front.

Subscribe to the 4C’s Insights newsletter.