Despite deteriorated conditions, Ritson recommends continuing marketing communication, predominantly in a recession. He considers the excess share of voice (ESOV) to be the key indicator representing the difference between the share of voice and the share of market. If advertisers do not stop their communication, they may increase their market share.

After seven months of this year, only TV reports advertising growth of 4 % year-on-year in the Czech Republic. All other media types showed a year-on-year decline in July; specifically, radio decreased by 12%, press by 16% and outdoor advertising even by 27%. Advertising spend in the three media types represents less than half of what goes to TV advertising.

An open letter to the ad community from Nielsen’s Brad Kelly: For all the talk of traditional media being put out to pasture, good old AM/FM radio and broadcast TV continue to deliver shockingly large audiences. The Nielsen ratings validate the audience reach and targetability.

The study was done by UK digital marketing platform Adzooma and interviewed 2000 participants on the value of TV advertising. Some 56 per cent of respondents agreed they were more likely to buy something as a result of seeing a TV commercial over any other type of marketing. According to the study, TV ads were in front of celebrity endorsements and online video adverts for effectiveness.

Now, more than ever before, marketing budgets are under pressure and the battle for market share is hard fought. But the more things change the more they stay the same. When you invest in TV you know exactly what you will get – mass reach, attention, memorability and sales.

What are the benefits, short and long term, of remaining on air during and out of CV-19? What considerations or adjustments that need to be made to brand advertising out of CV-19? What media channels to cut and what media channels to keep out of CV-19? Find the answers in the article.