COVID-19: The TV consumer one year later

By matching voter files to set top box viewership insights, Ampersand and the Joe Biden for President 2020 campaign realized data activation at scale was possible on less traditional networks.

March 11, 2021 marked one year since life as we knew it was forever changed. In the months since, COVID-19 has shifted consumer viewing habits and made a profound impact across every industry. Certain trends have settled into a state of "new normal" and some may have been more illusory. Let’s take a look at TV consumption and how industries are recovering from this unprecedented disruption.

With the country in a temporary slow-down, many advertising budgets have been trimmed or redirected. In this shifting environment, many advertisers are looking for not just greater flexibility, but greater accountability. Addressable TV is becoming more and more of a powerful tool in a marketer’s tool-kit to meet both of these needs.

As more and more people are following physical distancing guidelines, they are also watching more TV than ever. National HUT levels have increased week over week throughout March and seems it will continue in weeks to come. 

The evolution of COVID-19 has brought upon unprecedented changes to our lives and businesses across the globe. As we collectively navigate the current unknown, Ampersand’s priority is to support our clients and partners through actionable data and insights.

The video landscape is crowded…very crowded.  According to the research firm Parks Associates, there are 271 online video services available in the United States. Netflix and Amazon remain the largest players in the Subscription Video On Demand (SVOD) space, but that could change.  In a span of seven months, Apple TV+ launched and on its heels, the biggest traditional media companies are entering the space.