How Pandemic TV Ads Have Pivoted Since Early 2020

Data & Measurement
Written By John Cassillo

This week, iSpot shared data with Endpoints detailing how TV ad impressions and national TV ad spend around COVID themes have dipped considerably since the start of the pandemic — from a high of 389 billion in Q2 2020 to just 23 billion so far this quarter. But additionally, data shows how creatives shifted from being driven by retailers and restaurants to a pharma emphasis in Q3 2022. Further:

  • Over 32% of COVID-related TV ad impressions in Q3 2022 (through Sept. 18) come from pharma brands — vs. 1% in Q1 2020

  • Pfizer, in particular, has tied itself to the NFL this fall, with nearly 65% of est. national TV ad spend for COVID vaccine/booster brand COMIRNATY attributable to live NFL games.

  • A lingering industry for COVID advertising appears to be department stores, though. The category has stayed among the top 10 for share of COVID-related TV ad impressions since Q2 2020, including more than 14.6% in Q3 so far (No. 2 overall).

John Cassillo

John covers streaming, data and sports-related topics at TVREV, where he’s contributed since 2017.

https://tvrev.com
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