USIM has produced a white paper directly fo cusing on the changing consumer viewer habits caused by the COVID-19 pandemic. The study reveals that the pandemic has accelerated adoption and usage of app-based TV viewing since consumers have discovered the free content available on their smart TVs and continue to watch those free ad-supported channels.
The effects on current and future campaigns are game changing,” says USIM Founder and CEO Dennis Holt. “Our research shows total main screen TV viewing minutes increased 26% at the height of the COVID-19 lockdown. This has brought the OTT marketplace to an inflection point that is likely to fundamentally alter the way advertisers and agencies must plan, buy and think about the TV advertising mix.”
Main screen viewing through traditional cable boxes and satellite have taken the biggest hit, while streaming devices, apps, and game consoles have gained significant share of viewing minutes. In OTT devices, Amazon Firestick leads the field in total minutes with Apple TV showing the strongest growth compared to pre-COVID-19.
View the full USIM White Paper at: https://www.theusim.com/archive/how-main-screen-tv-viewing-has-changed-over-the-covid-19-crisis-expanding-addressable-tv-opportunities-at-the-hyperlocal-level/
USIM is the fastest growing and largest privately owned full-service, integrated media planning and buying agency in the nation. USIM was named MediaPost Independent Agency of the Year in 2019.
