Marketing during a crisis: a collection of expert advicesee more
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Our new report TV in a Pandemic, developed in partnership with Ipsos, outlines Canadians’ perceptions about television, advertising, and buying behaviour. The research reveals the top reasons for watching TV (it’s not just news!), who Canadians trust, and – importantly for advertisers – their attitudes towards trying new brands and the media that’s most likely to influence them.
Watch Richard Shotton, author of the acclaimed book The Choice Factory, share key learnings for marketers gleaned from behavioural science and tailored to the current crisis, including how life changes – like the coronavirus pandemic – put buying behaviour in flux, presenting an opportunity for marketers.
This is a challenging time for brands: Business is decidedly not-as-usual, and advertisers are likely facing pressures to reduce marketing costs. However, research consistently shows that cutting ad spend comes at a high cost to brand health and business results in the long-term.
To that end we have put together a collection of insights from industry experts to help you navigate in this uncertain time, and to ensure that the brand decisions you make today set you up for success tomorrow.
As Canadians shelter at home in greater numbers, television audiences continue to grow. To keep up with what’s happening with viewership as the COVID-19 crisis evolves, check out our TV viewing reports.
Peter Field – “the Godfather of Effectiveness” – wrote a seminal paper about advertising in a recession called “Advertising in a Downturn”; on April 21st, Peter broke down his latest research into what lessons from previous recessions still resonate today and how brands should act during the Coronavirus crisis.
This special thinktv event featured some of marketing’s biggest thinkers, including Peter Field, Orlando Wood, and industry favourite Mark Ritson. Watch the videos now for three eye-opening perspectives on advertising effectiveness – and why embracing creative could be the key to unlocking the effectiveness advantage.
Key insights from The Canadian Media Attribution Study:
In an attention economy, TV’s unparalleled reach and strong emotional connection make it the most effective and efficient advertising medium.