seattle media buyer robin rucinsky

What you need to know about the ad market recovery from Coronavirus shock

Well, I’m glad I’m not the only one who has watched more TV this past seven weeks than I have in the past seven years. The ratings are in, and it’s not just the TV news networks that have sky-high Nielsen ratings! It’s HGTV and Food Network too. And Netflix, Prime Video, Disney +, and all the media, actually! Nothing like a captive audience to send viewership numbers through the roof. So, let’s take a moment to talk about the ad market recovery.

We’ve just completed our April media reporting, and we can hardly believe the Cost Per Clicks and CPMs we’re seeing! Holy smokes.  Digital ads are delivering better than ever, and our TV advertising buys are far surpassing our wildest media dreams. The shame in it is that many advertisers have to sit this one out, and that’s just one more heartbreaking straw to add to the pile of stress many business owners are feeling these days. However, you should know Marketer friend that if you have any marketing dollars available now is the time.

High viewership, lower demand, and fantastic ad pricing!

With demand low and viewership high, it’s an opportunity to boost your business after and absolutely tail kicking two months.  If you’re an essential service or one of the industries allowed to start opening your business, let us help you get back up to speed with your advertising plans. Our media buying team’s experience and expertise allow us to walk you through navigating the ad market recovery.

I can speak to the struggle of business operations in a down market. I opened Thrive Advertising in October 2008! However, you know what ended up happening? The market was ripe for my advertising business because business owners and marketers needed their advertising investments to work more then than ever! Today is eerily similar. Our phone has been ringing off the hook with calls from companies from all across the country, looking for our advertising help!

Business Owners and Marketers know they need marketing support while they focus on stepping up their advertising game. These company owners are worried that they’re either going out or up. So, they’re choosing to change the trajectory of their company by positioning to capitalize upon an ad market recovery that is in their favor, for now.

TV Advertising: Cable TV, Broadcast TV, and OTT

Curious about Cable TV Advertising or OTT (Over the Top TV to reach Cord Cutters)? Four “Discovery-owned networks — TLC, HGTV, Discovery and the Food Network — were among the 10 most popular cable networks in prime time last week, Nielsen said.”

“CBS topped the broadcast networks in prime time last week, averaging 5.8 million viewers. ABC was second with 3.7 million, NBC had 3.6 million, Fox had 2.7 million, Univision had 1.6 million, ION Television had 1.2 million, and Telemundo had 910,000.”

“Fox News Channel crushed the cable competition, averaging 3.69 million viewers in prime time. MSNBC had 1.78 million, CNN had 1.55 million, TLC had 1.302 million, and HGTV had 1.3 million.”

“ABC’s “World News Tonight” won the evening news competition, averaging 10.5 million viewers. NBC’s “Nightly News” had 9.5 million and the “CBS Evening News” had 6.6 million.” – MarketWatch 5/5/2020

The advertising market is evolving quickly. Pinterest CEO told MarketWatch when asked about how the online ad market is recovering from coronavirus shock, “Ad dollars follow people and their planning activities, and that’s why we’ve seen a mixed amount of spend, to the extent people are planning for how to home-school their kids, how to exercise in their home, how to teach themselves how to cook. Those are new events that we’re seeing some spend deviate toward, and away from things like wedding planning, travel events, et cetera,” he said.

Planning the Rest of 2020: Ad Market Recovery After Coronavirus Shock

At Thrive Advertising, we’re respectful of all of your concerns, from getting your business back open, to ensuring your consumers feel their health and safety is not at risk by patronizing your company. Being sensitive, proactive, prepared, and able to pivot is critical right now. Having an advertising strategy to get your business back up to speed is essential as we move forward. Advertising allows you to communicate with your customers. Use the opportunity to let them know how you’ll be moving forward so they can feel confident in resuming their business relationship with your company. Call us to discuss a media plan that will help you better invest your advertising budget during this ad market recovery of 2020.