Referring to previous years’ data, the ASA’s analysis focuses on the period of lockdown, reflecting the changing fortunes of different advertising sectors, the prevalence of public health messaging and how quick advertising is to respond to evolving needs and wants.

The ASA notes that as a result of lockdown, home entertainment became an even more integral part of our leisure time than in “normal” times. Ofcom’s recent Media Nations 2020 report found that, in April, we spent an average of six hours and 25 minutes each day watching TV and online video content. BBC, ITV, STV, Channel 4 and Channel 5 saw their combined audience share rise to its highest level in six years, driven by the demand for trusted news sources.

As a result of increased viewing, there was obviously a rise in the number of TV ads seen. The ASA’s analysis of trends in exposure to TV advertising provides a detailed look at the amount and types of ads seen during lockdown. Analysis of trends during these seven weeks, from 16 March to 3 May 2020, compared with the same weeks in 2019, found that:

• exposure to TV ads rose by 15.6%;
• there was a significant drop in exposure to ads for sectors adversely impacted by Covid-19, including cinema releases, bars and restaurants and travel brands;
• in contrast, there was an increase in exposure to government/social campaigns and food-related brand building ads driven by increased corporate responsibility activity by supermarkets; and
• some trends demonstrated the way in which people adapted to Covid-19, with increased exposure to ads for haircare, oral hygiene and household cleaning supplies.

The ASA notes that the analysis highlighted some trends that, while noted, must be viewed through the prism of a brief and unprecedented period. To read the ASA’s summary in full and for a link to the report, click here.