Quarantine, social-distancing, and isolation have become a typical part of life for most Americans during the current COVID-19 crisis. Efforts are being made all over the world to stop the spread of the virus. These efforts have changed the ways in which we interact with one another. This “new normal” has created a huge societal shift. Not only the personal lives of every American, but in the business world. It has also caused huge changes in consumerism as well. So, how does a business that is struggling to maintain success in light of this “new normal” remain relevant? More importantly, how to they stay top-of-mind for those that are stuck at home? Television advertising just may be the answer.
Local News Engagement during COVID-19
There has been a noticeable spike in viewership of local news stations between February and early March. While local news stations are providing people with updates on the status of the COVID-19 outbreak, viewers are also seeking to stay informed on the impact of the pandemic on their communities. Viewers need local news to provide them updates on the changing world. In Kentucky, viewership of Governor Andy Beshear’s daily COVID-19 updates are so popular that meme pages and merchandise have become popular across the state, a testament of just how important local news has become.
In addition to seeking updates on the current COVID-19 crisis, it is safe to assume that increased viewership can also be attributed to social-distancing and quarantine efforts. Some states have a “stay-at-home” order, while others have closed all non-essential businesses and asked people to work from home. Because of this, local news experienced a 7 percent viewership increase of people ages 2 and older. The increase of viewers at home for longer periods of time caused this jump. Younger demographics are also getting more exposure to local news than before because of in-home learning efforts. Local news accounted for 31% of all quarter-hours tuned in across broadcast the week of March 9th for people between the ages of 25 and 54. This is a primary selling demographic to many businesses.
Television Engagement and Advertising
Even before the COVID-19 pandemic, television advertising reached 70% of a country’s population in a SINGLE DAY. In addition to the incredible reach that television can have in a single day, local news stations have become a reliable form of communication and connection during a time of social distancing, helping engage viewers even more. Television advertising during the COVID-19 pandemic has the potential to have extremely high reach rates and high rates of return.
Television can be targeted based upon days of the week, times of day, and specific programs. This means that as a business, you could choose to base your ads during integral local news reporting in order to reach your demographic and make the most if your marketing initiatives during this trying time. If you don’t know how to get started, Media Venue can help. We specialize in a variety of traditional advertising mediums, and that includes television and streaming television. We can help you target the right people for your advertisements and get you prime advertising placements. With our vast knowledge of media, we will be sure to optimize the return on your marketing investment.
Resources
Delauro, Danielle. “Why TV Remains the World’s Most Effective Advertising.” ThinkBox, 21 Nov. 2017.
“In the ‘New Normal” of COVID-19, Local TV News Proves to be the Medium of Choice for News and Information.” Nielson, 24 Mar. 2020, https://www.nielsen.com/us/en/insights/article/2020/in-the-new-normal-of-covid-19-local-tv-news-proves-to-be-the-medium-of-choice-for-news-and-information/.
