Analysis Shows Broadcast Campaigns Performing As Well, If Not Better, During COVID-19 Pandemic

While overall ad spending has declined, a new study of TV and radio ad campaigns indicates they are actually performing better during the COVID-19 pandemic.

The analysis released this morning by performance analytics firm Veritone shows that on average, TV and radio ad campaigns are generating nearly 7% greater "lift" -- defined as increased traffic to the advertiser's website -- over the course of the 15 months analyzed.

The study analyzed 250 radio and TV ad campaigns running on stations in the U.S. and Canada during a 15-month period ending in June 2020.

"Consumer response to broadcast ads has not changed significantly," the report concludes, adding, "ads that have shown to be effective prior to COVID-19 yield similar online results now."

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