Advertising giant GroupM in newly published research about the state of the advertising market in 2020 in USA and Great Britain: The figures are surprisingly good given that the advertising industry more or less shut down in March, with commercials production more or less halted as the pandemic took hold and returning to almost normal in September and October with tech firms leading the charge.

The Covid-19 pandemic confirmed the role of TV as a significant source of information and entertainment. In terms of TV viewing, October 2020 has been the strongest of all months of October since the start of people meter measuring in 1997. The daily ATS in the TG15+ accounted for 4 hours and 18 minutes (35 minutes more compared to the average values for the same month in the last three years).

For its 24th edition, World Television Day celebrates a truth that holds around the globe: TV makes a difference! Our medium has made and will continue to make a difference in society by putting the spotlight on racial and social injustice, hate speech, the pressing climate issues and the support TV has provided to people and businesses throughout the continuing COVID crisis.

As the screen-watching landscape continues to change and viewing habits switch, can television - and therefore television advertising - hold its own? At this point it might be safer to assume that television advertising is immortal and, instead, ask: what might its future look like?

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.

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.