ADGILE PARTNERS WITH WARC TO DEMONSTRATE THE IMPACT OF CORONAVIRUS ON TV FOR FIRST TIME
Landmark study of 16m TV ads during the course of the pandemic in Australia
WARC – a global authority on advertising and media effectiveness – has partnered with Adgile on their Global Ad Trends report, with a landmark study of almost 16m ads aired on Australian TV between September 2019 and December 2020. Ads were watched in real time using Adgile’s patented visual recognition technology, and the data supplied to WARC for bespoke analysis.
The findings show that advertising volume fell 5% as the coronavirus outbreak took hold in Australia, with the travel & tourism and media sectors most severely hit. Conversely, the health and beauty sector saw the largest increase, with ad volume up 47.2% from pre-COVID levels.
TV ad campaigns ran for longer as production was curbed – FMCG TV campaigns are now over a week longer than was the case before the outbreak. FMCG advertisers were quick to launch new products, with 15.4% of all advertising creative within the sector centered around a new product (compared to just 2% before the outbreak).
Retailers, usually adopters of value and sales-led advertising creative, pivoted to brand-building messaging during COVID-19. A wider shift towards brand-led advertising was observed among a number of product sectors during the coronavirus outbreak, though for most this made way for product-led creative as the outbreak eased during the summer.
Commenting on the research, Paul Evans, CEO, Adgile, says: “Adgile’s unique first-party brand content data, combined with WARC’s insightful analysis and reporting, revealed a TV landscape in Australia that changed significantly in composition during 2020. But the impact of COVID on TV may well be felt long-beyond this period – in reframing expectations for greater flexibility of planning and buying, and the requirement for more accessible data that enables real-time measurement and effectiveness across Linear and On Demand – what we refer to as Total TV.”