With quarantines continuing across the country, it makes sense that television audiences would have coronavirus concerns on the mind. But it’s not just the news talking about coronavirus/COVD-19 — TV ad creatives are also discussing it with more frequency of late.
As of March 26, 63 brands across 10 industries aired coronavirus-related commercials, accounting for 95 spots and 4.31 billion impressions. The spots earned attention as well, collectively scoring a 91.71 attention score.
Creatives from government agencies (26.5%) and automotive companies (25.5%) accounted for more than half of total impressions, while creatives from the travel industry were just 3% of that total. On a brand level, the Centers for Disease Control and Prevention (CDC) ranks No. 1, driving 15% of total impression volume for COVID-19 related creatives, and the CDC has two of the top five COVID-19 related ads by impressions.
Burger King was second overall, driving nearly 10% of total impression volume with creative messaging around “contactless” food delivery. And casual dining restaurants like Denny’s and IHOP are promoting waived delivery fees as well.
In the automotive space, brands are broadcasting special lease deals, and Hyundai is pushing its assurance program which offers coverage to individuals impacted by COVID-19. Chevrolet had one of the top five coronavirus-related ads by total impressions, with “Chevy Cares: Doing Our Part.”
Top five ads, by impressions (through March 26)
- American Red Cross: “Coronavirus Outbreak” (265.8 million)
- CDC: “Alone Together” (254.6 million)
- Mike Bloomberg 2020: “Coronavirus” (229.5 million)
- Chevrolet: “Chevy Cares: Doing Our Part” (191.6 million)
- CDC: “COVID-19” (187.5 million)
Top five brands, by impressions (through March 26)
- CDC (627.7 million)
- Burger King (387.2 million)
- American Red Cross (265.8 million)
- Mike Bloomberg 2020 (229.5 million)
- Sprint (195.5 million)