• by Wayne Friedman , Staff Writer, November 3, 2020

October was the worst month for the Dow Jones Industrials since March. And you know what also happened in March, right?

October had more COVID-19 TV political advertising than any month since -- yes, since the start of the pandemic in March.

Data from Advertising Analytics shows there are currently 679 individual pieces of COVID-19-related political ad content on TV airwaves.

For example, Future Forward, a political action committee, had an ad titled, "Back in January," which earned 12,600 plus airings in a recent October period, and another 5,151 TV airings for one called "The First Step." Additional campaign messaging "Control Over the Virus'' for Joe Biden, which included with pandemic references, had 4,950 TV airings.

The stock market can be, for many, just a big futures market -- what's to come, good and bad. Much of the market’s laggard performance is pegged to two things: The rise in COVID cases and the lack of a stimulus package for small-to-medium business, as well as furloughed and laid-off workers.

Back to COVID-19’s TV messaging. More than just political, advertiser messaging keeps growing as part of these pandemic-related messages -- with lots of trial and effort.

For example, one recent SurveyMonkey study showed TV ads that proclaim “anti-COVID-19” protections were a no-no. But those that went with an “antibacterial” claim fared better.

Concerning retailers, those offering “reserved hours” for a segment of consumers, due to pandemic concerns, also did well. Keeping separate from other patrons -- that “six-feet” social distance warning in TV ads -- is also a good thing in TV messaging.

Trouble is as long as COVID-19 is an issue -- and many predict we’ll have it for some time -- pandemic-themed TV commercials will likewise be around for the long-term.

And then, as we get closer to a vaccine, analysts predict rising TV advertising from the major pharmaceutical companies touting prescriptions.

It won’t stop there -- especially if a near-perfect vaccine isn’t taken by the majority of Americans, at least initially. A possible recovery for the economy -- and for those worried about the infection -- still means cautious behavior, masks and other protections.

What will TV advertising -- consumer and political messaging -- look like then? If you are tired of pandemic talk, just wait. Next year, the babbling will really start.