In the US, local TV advertising resonates with pandemic consumers | WARC | The Feed
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In the US, local TV advertising resonates with pandemic consumers
Local advertising has become of premium value to U.S. consumers during the pandemic, according to analysis of more than 600 ads conducted by business strategy consultancy Magid.
Why it matters
According to BIA Advisory Services, local ad spend in the US was expected to come in at $134.1 billion in 2020, and it has taken on renewed importance for consumers as they stay close to home.
Takeaways
- During the pandemic, consumers rated good local ads even more highly, and bad ads even more poorly.
- Engaging ads are emotionally resonant, authentic, and consumer-centric.
- The response to emotionally resonant ads...
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