Key insights: COVID-19 continues to impact consumer behavior, marketing spend and the marketing mix: The increase in daytime viewing more clearly reflects the boost in stay-at-home behavior: the 10AM to 5PM window increased 39 percent between March 9 and 23.
Early morning hours are also up 26 percent, and pre-primetime fringe rose 20 percent. Interestingly, the only drop – a negligible 2 percent down – was in primetime.
For streaming video providers and advertisers, a key question is whether these bumps will carry over in any degree once the pandemic subsides.
“We anticipate streaming providers will retain new viewers long after the coronavirus has ended,” Conviva CEO Bill Demas said in a statement, “as viewers embrace the variety and flexibility of the medium.”
Early morning hours are also up 26 percent, and pre-primetime fringe rose 20 percent. Interestingly, the only drop – a negligible 2 percent down – was in primetime.
For streaming video providers and advertisers, a key question is whether these bumps will carry over in any degree once the pandemic subsides.
“We anticipate streaming providers will retain new viewers long after the coronavirus has ended,” Conviva CEO Bill Demas said in a statement, “as viewers embrace the variety and flexibility of the medium.”