• by Wayne Friedman , Staff Writer, March 18, 2020

TV business executives are focusing on consumer demand -- which could spill over into some specific media demand. Consumer products and big retail stores are seeing benefits.

U.S congressional representatives -- and now the Trump Administration -- are pushing to direct $1,000 a month payments or more to lower-waged Americans so they will continue to buy things. All in an effort to keep the economy moving.

Timeline? Like fast — perhaps in the next two weeks.

Congress took similar direct payment actions during the 2001 and 2008 recessions with tax rebates.

This move also comes as key indicators, such as the stock market, continue to sink. As of Tuesday, down 28% from its high, with analysts saying there is strong indication a recession will hit the U.S. economy.

Somewhat better news. On Tuesday, Dow Jones Industrials Index closed up around 1,048 points (5.2% higher) to 21,237. This rebound from the massive record-breaking 3,000 decline (12%) on Monday.

But other data shows a down trend -- growing and expected coronavirus numbers are coming. So that additional $1,000/month for some consumers would, in fact, help continue to keep the market moving -- perhaps fueling consumer stables-essentials, such as food, household and other products.

Though there have been many down days, one would imagine big TV consumer products and price-conscious retail stores could see a boost, where consumers are stocking up, rather than hoarding.

Think Walmart -- up 12% to 119.24 on Tuesday; Target, 11% higher To $103.51; Procter & Gamble, 9% to 118.29; Unilever, 12% to $50.38; Walgreens, adding 10% to $49.60; CVS, 11% more to $58.00; and Clorox, 13% to $197.88.

Online ecommerce giant Amazon grew 7% $1,807. Amazon has said in the near-term, it will focus on delivering “essential” products to consumers.

Basic consumer product marketers have yet to offer much in the way of specific TV messaging in relation to what is going on with consumers hunkered down in their homes.

But as the situation continues, expected higher TV viewing -- especially in daytime hours -- and perhaps different kinds of TV messaging, will come.