Effectv and TVSquared recently teamed up to analyze TV’s impact on digital during COVID-19 with a report titled “The Halo Effect: TV Drives Digital.” In this week’s TV Talk session, Jo is joined by James Rothwell (VP, Global Agency, Brand & Industry Relations at Comcast Advertising) and Melissa Hutter (Senior Director, Measurement Strategy at Effectv) to dive into the report and dissect some of the key findings. The study uncovers the short- and long-term implications of staying on-air, the impact of COVID-19 across ad categories and the effectiveness of pandemic-related creative changes, among many other insights.
The Halo Effect
During COVID-19, consumers are watching TV, across screens, more than ever.
“We started the notion of this series to illustrate the impact that TV can have on brands’ advertising efforts, and also the other marketing channels that they use to drive results,” says Rothwell.
The “Halo” refers to reinforcing the way TV complements other channels, like search and other digital marketing. TV is now a full funnel solution, so even when you are focused on top of the funnel (such as awareness) or bottom of the funnel (like performance), there are “halo effects” that have major impacts on the other parts of the funnel.
A Shift in TV Viewership
The vast majority of the U.S. population has been home-based for the last few months, and the report touches on how viewership has changed during this time of sheltering at home.
“TV viewership has gone up tremendously, especially during daytime,” says Melissa.
The motivating factor behind why people are consuming certain types of programming has shifted as well. At certain times, the news has seen spikes when people want to know what’s going on regarding the pandemic (79% more time spent with cable news) and then, at other times, people want a break from reality to watch entertainment programming.
Learning from Previous Crises
Effectv and TVSquared looked at recessions in the past (including the recession in the early ’90s, as well as the one in 2008) and how advertisers either leaned into media spend or pulled back. The analysis found that the brands that continued to spend (either at the same or higher rate since pre-crisis) really came out to be the winners in the long run; not only did these advertisers increase share of voice in the short-term, but their market share went up, which paid dividends to them in the future.
Instead of focusing on the immediate impact of TV, Effectv’s partnership with TVSquared allowed the team to dive into the longer-term impact of TV. Looking at the incremental value of TV beyond just a 30-minute window, Effectv saw that each week there was a 3-6x increase in visitors, depending on their media schedule. The analysis also found that if advertisers were pausing campaigns, the long-term impact would start to decay over time.
Be sure to check out the full report here: “The Halo Effect: TV Drives Digital”
Check out the full TV Talk episode here. TV Talk with Jo Kinsella is also available via Spotify, Apple Podcasts, Stitcher and Google Podcasts.