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The Role of Data in TV Advertising during and Post Coronavirus

  • - LiveRamp
  • 2 min read

“I have planned my TV investment every year for the past 10 years using Nielsen data, and now it doesn’t reflect the current state. Where are my audiences and how do I find them?”

That’s one issue many marketers are wrestling with. Given the massive changes in the world, it’s likely you’re somewhere between “rebuild your media plan, your current plan is broken” and already reentering the market to adapt for the new “normal” of television viewership.

Consumption is at an all-time high, and marketing budgets are down. Advertisers need agility to make big decisions quickly as their previous planning no longer holds true to the current state of the marketplace. There is a solution. What marketers need is better cross-screen measurement, addressability, and data to truly understand who is seeing their premium video ads.

Our Data Plus Math data scientists joined forces with Epsilon, Acxiom, and Catalina to pull together key custom viewerships stats and actionable insights to assist marketers and their agencies in finding the most valuable audiences to capitalize on media consumption changes.

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Now is the time to make sure the metrics you’re utilizing for strategic plans can keep your dollars working hard for you  in the economic downturn and provide effective guidance. Cross-screen measurement will always be key for evaluating effectiveness and planning for any future state, so the time to investigate your options is now.

Interested in learning how we can help with your TV planning or receiving your own custom audience rankers and viewership patterns across screens? Contact us at [email protected].