Nearly $460 million entered the national TV marketplace in the first half of 2020 from 110 first-time national advertisers across 59 categories.
That’s the big takeaway from a new report released on October 13 by the VAB.
The report, “ The New Kids on the Block – 1st Half 2020,” offers a highly positive answer in response to the question, “Has the economic uncertainty inhibited new TV advertisers from spending?”
As the VAB finds, 60 new advertisers across 41 categories — including wine clubs, online dating, telemedicine and cleaning supplies — launched at the height of the pandemic.
This, the VAB notes, accounts for more than $114 million in national TV spend.
Among the key findings:
- Brands spending over $5 million in national TV accounted for 15% of total new advertisers led by pharmaceutical and video streaming categories.
- Of the new advertisers, there were 60 direct-to-consumer (DTC) brands across 34 categories collectively spending over $144 million in national TV.
- DTC brands accounted for 56% of total new first half 2020 advertisers and 31% of total spend.
- Nearly 70% of new first half 2020 national TV dollars were invested during the second quarter, the heart of the pandemic, with over $316 million from 60 advertisers.
The total monthly spend by new TV advertising entrants in the second quarter 2020 was:
- April: $13.9 million
- May: $46.9 million, an increase of 238% vs. April
- June: $53.6 million, an increase of 14% vs. May
Welcome To TV also breaks out the new brands that spent between:
- $1 million to $5 million
- $500,000 to $1 million
- $100,000 to $500,000
For more, please click here for the VAB’s report offered to non-member marketers.
