Customers in US are responding to “authentic, purpose-driven campaigns” on TV amidst COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 08, 2020, 10:46 AM UTC

Adults are spending more weekly time watching ad-supported movies, as per US industry body VAB.

Amid COVID-19, consumers are leaning towards “authentic, purpose-driven” TV marketing messages that offer real solutions to current issues. 56% of consumers are pleased with brands taking actions like donating goods and services.

Consumption of TV news also increased 81% for adults aged 18 to 34 and 66% for those aged 35 to 49. Weekly time spent watching ad supported movies improved 61% for those aged 12 to 17 and 32% for adults aged 18 to 34.

Late-night TV watching among key buying groups, teens aged 12 to 17 (22%) and adults aged 18 to 34 (12%) also increased. Further, premium video content attributed for 66% of top 10 Twitter trending topics at night and ad-supported TV accounted for over half of all topics.

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