TVB ALT FORWARD EXTRA: The Pandemic’s Impact On OTA Ad Dollars


Under “normal” conditions, a presidential election has a positive measurable impact on broadcast media — in particular, over-the-air television stations. Then came the COVID-19 pandemic.

What sort of impact, even a minor one, could the coronavirus have on the local TV ad market in a year when record political ad dollars were predicted through mid-March 2020?

SQAD, the advertising, research, analytics and planning firm, sought the answer to this question in a recent study, shared Thursday (Oct. 1) at TVB ALT FORWARD 2020.

What were SQAD’s conclusions?

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