Although televisions have been registering all-time highs in viewing times and although their audience figures have notably improved during the coronavirus crisis, supported by citizens confined to their homes and in need of access to the maximum possible amounts of information, advertising figures have not been equally positive.Viewers noticed that there were fewer commercials (at least at first, now they feel they pay more attention to them ), especially in the early days, and the televisions were pointing this out as well. March was, in fact, a complicated historical month : the hearings were never seen, but hardly monetizable.After the first weeks of hiatus and the reluctance of companies to continue advertising, now it seems that everything is heading towards normality.
Or rather, it seems that we are Martinique Email List heading straight for the “new normal . ” After the first days of the hiatus, companies soon began to create special campaigns for this new context and for this new situation, which became more popular over time.Still, the ad spend data is looking bad and the industry is still debating whether the recovery will be this summer or later . For television, which already had problems before this crisis in relation to audiences and advertising investment, the remainder of 2020 does not look very optimistic. It could almost be assumed that they will lose ads and ad spend. The big question is how many.There are no global statistics, for now, but the data from the US market could serve as a yardstick to understand what is coming to the market and how things are going to change.
Advertising data from the US, where large campaigns are bought in the upfront season and therefore have been closed for months, show a decline not only in the quarter to come but also in the one to come.Canceled between 15 and 25% of campaignsIn general, advertisers have already canceled between 15 and 25% of the advertising campaigns planned for the third quarter of the year and that they had blocked in the upfronts campaign. The third trimester is that of the summer months, from July to September.The data are, at first glance, dramatic, although, when the reaction of the industry itself is analyzed, it is seen that they are not so dramatic. At least that’s what television executives think. For them, the situation “is not as bad as expected”.
And the fact is that the data for the current quarter are much more negative. In April, US networks reported a drop in advertising revenue of between 30 and 60%.Cancellations were, therefore, well above the expected range for the summer months. They will also fall short of what advertisers could do. As recalled in Advanced Television , the upfronts system applies a series of guarantees that gives companies the margin to cancel up to 50% of the advertising space they bought for the third quarter.Do these data serve as a guide to see what happens with television advertising and what will happen in the months to come? We will have to wait until September to do the math.