When the coronavirus crisis began and television was registering all-time highs in viewing times, I asked one of those viewers who spent the day sitting in front of the television as in statistics how she was perceiving things. Were you following more programs than usual? And were you seeing more ads than ever? The first question had a clear answer. Of course he was. I was spending hours and hours following the programs of different networks, jumping from one program to another and spending more time than ever on the 24-hour channel.The second was no longer so clear. In the hour after I asked him the question, he confessed to me that “now that you say so” I was not seeing more publicity than ever. The shows had fewer ad breaks than ever, actually.

Checking it by watching in a rewind system the two morning of the private ones, the two Niue Email List channels with advertisements, waiting to pause when the advertising break jumped in its first hour of broadcast showed that the experiment was unsuccessful. Neither of us – and we continue on those same dates – cut advertising in its first starting hour.The clear paradox of those early days regarding television was that. The audiences were the highest of what they had traditionally registered and a hit of change after a couple of years of debacle, but they weren’t monetizing that pull. The Spanish were sitting in front of the TV, consuming all the possible information, but the brands were not really monetizing all those views.

Now, another paradoxical reality could be pointed out. Beyond the fact that consumers do want ads and they want them linked to the coronavirus, they are noticing that they are seeing more advertising than usual. Maybe before they paid less attention to ads? Or maybe it is because they are watching TV when before they used other means of content?40% see more adsAlthough 4 out of 10 respondents in the latest wave in Spain from Gfk on consumers and covid 19 make it clear that they are already saturated by excess information about the coronavirus (they suffer from infodemic, the new buzzword), television continues to position itself very strong. TV is, they point out in the conclusions of Gfk, the preferred channel as a companion during confinement.

And if we are watching TV, we are seeing advertisements.40% of those surveyed point out that these weeks they have been “consuming a greater amount of advertising than they are used to”. The percentage is much higher than those who position themselves on the other side. 12% say that the amount of advertising they process is less than what they usually consume.As they point out in the Gfk conclusions, these days are therefore “a very good opportunity for advertisers in general and brands in particular to gain visibility” with audiences that are wider than usual. And, possibly, they also have, one could add, population groups that are not the usual ones sitting before the traditional media.

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