‘Huge’ connected TV ad growth from February to March 2020
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Editor
| 27 March 2020

Research from company Beachfront has revealed a 105% increase in average daily connected TV advertising requests on its platform from 1–22 March 2020 compared with February, despite the month having nearly a week left to go.

The video ad management company also found that video requests are also up 51% when looking month-on-month to 22 March.

Analysing the data, Beachfront noted that typically, big increases in connected TV ad requests come from major sporting events like March Madness and the Olympics. It noted that these landmarks in the sporting calendar always drive people to television sets as well as digital. It calculated that such events like usually see increases of 10, 20, 30% increase in usage.

Beachfront believes that the smartest brands understand that dynamic, and use connected TV to embrace the right balance in a national time of need.
“People are turning toward TV as their main form of entertainment, and where cord-cutting hasn’t taken hold yet, it has a greater potential in this environment where household budgets are being met with more scrutiny and cable and satellite plans could come under the microscope more,” said Frank Sinton, president and founder at Beachfront.

“Connected TV has shown itself to be an effective platform to watch a diverse array of content -- everything from premium, three-letter network content to more niche videos. Connected TV is the great equalizer in terms of content, and at a time when people are largely confined to their homes, they’re looking for more, unique entertainment in addition to what you can watch on the traditional TV networks.”