TV viewership hits all-time high; but brands pull back on ad spends

It’s the best of times and worst of times for the TV advertising industry. On one hand, the historically high level of TV viewership offers a great opportunity for brands to connect with consumers. On the other, the present lockdown, looming threat of a recession and uncertainty over future operations are forcing companies to cut down their ad spending to focus only on bare essentials.

“Should we ride this opportunity wave and continue to advertise, or should we pull back and wait for the normal times is a true dilemma that advertisers are having now,” Elango M, Vice-President, FCBInterface Communications, an end-to-end branding and advertising solutions company.