Brands With March-April Ads Had Higher Web Engagement: Comcast

Advertisers that remained on TV during COVID-19 had 23% more website engagement in subsequent weeks, Comcast’s Effectv and TVSquared reported. Brands with direct-to-consumer offerings had the highest rates of TV-attributed response, including e-commerce retail (+100%), online food delivery (+84%) and education (+41%). Automotive and insurance showed signs of recovery, but travel was still experiencing weakened traffic, said Monday's report. In March-April, brands that ran COVID-19-related creatives had an average lift of 37%, vs. 13% for those that didn’t. TV ads drive "consumer action online and also provide insights into how data-driven strategies can maximize engagement,” said James Rooke, Effectv general manager.