TV’s Impact on Consumer Behavior During COVID-19

Submitted by: Melissa Hutter and James Rothwell

| 3 min. read


The COVID-19 pandemic has created a new reality for everyone, with many people adjusting to working from home and restrictions of movement. With consumers spending more time at home, we have seen an increase in TV viewership throughout the day compared to the same time last year. Despite the pause in high profile programming like live sports, consumers are watching more TV as they seek information (news) and distraction (entertainment) at new times (daytime and overnight) and on their own schedule (VOD).

With many physical storefronts closed or restricted in terms of consumer interactions, brand websites and apps are more important than ever to engage with customers and prospects.

So how has TV impacted advertisers’ ability to drive digital engagement in the past few months? Effectv, worked with TVSquared to analyze hundreds of campaigns and uncover the short- and long-term implications of staying on-air, the impact of COVID-19 across different ad categories and the effectiveness of pandemic-related creative changes.

The key findings from the new paper, “The Halo Effect: TV Drives Digital,” include:




“The Halo Effect: TV Drives Digital” report includes more detailed insights on the key findings shared above, as well as industry-specific case studies, an analysis on the effectiveness of audience-first scheduling strategies, the latest findings on viewership trends, and detailed case studies by industry.

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