Notice how fast famous brands and corporations adapted their TV advertising during the coronavirus outbreak? So many more eyes are on television screens as a result of 24-hour, statewide stay-at-home orders across the country.
According to I-Spot.tv, a website that tracks and analyzes TV commercials, advertisers immediately responded to the crisis with 63 brands across 10 industries creating COVID-19 related commercials. Government agencies and automakers represent over half of the coronavirus-related TV ads, while travel consists of 3%.
Additionally, I-Spot notes that “Cable News, Lifestyle, and family-friendly networks are providing more reach per dollar vs. sports due to game/tournament cancellations.”
Companies are selling diet food, insurance, home goods, mental health needs, eyeglasses, pizza delivery, dairy products, and automobiles, among other products and services. Businesses have managed to update their advertising to immediately mirror what viewers are currently experiencing during the coronavirus pandemic.
While brick-and-mortar stores are shuttered throughout the nation, the ads tell customers how they can still purchase their products and services in a safe, legal way.
Nutrisystem, for example, saw an opportunity to emphasize their delivery service. Previously, their spots highlighted food and weight loss. In today’s coronavirus world of mask-wearing and empty supermarkets, Nutrisystem says they are the longtime experts at healthy food delivery.
“We get it. Stuck at home? Putting on a few pounds? Lose weight without even leaving the house with Nutrisystem for men. Get delicious food delivered right to your door…They deliver your favorite foods made healthier.”
Other food delivery services have taken note as well as closed restaurants that have been relegated to takeout and curbside service only.
Papa Murphy’s TV commercial talks about “Family time being more important than ever, and our family wants to do all we can to help your family. So we’re making it easier to get pizza made from scratch that you bake at home by offering online ordering everywhere ad offering delivery and curbside pickup where we can.”
Pizza Hut starts its TV ad with, “If you have to work from home and teach from home, then we think you should be able to pizza from home too.” Pizza Hut now offers “contactless delivery.”
Taco Bell launched a TV spot with a voice-over saying, “In a world that keeps us apart, it’s amazing how a free taco can bring us together in spirit (just to be clear).” The fast-food chain boasts about its drive-thru window in this ad.
Safe Auto Insurance’s TV ad not only talks about keeping “the people moving” in “these uncertain times,” but also says “After all our car insurance was built for times like these. With 24/7 sign up without leaving your house.”
Visionworks, a retailer that makes prescription eyeglasses, informs its customers that most of its locations are open and if there is an “essential eyecare need” to visit their website to “get connected to one of our doctors.”
Ashley Home Store referenced the stay-at-home orders in their recent TV spot: “Home is our specialty and love is our priority. So let’s stay home and keep love in our hearts. Encourage our loved ones, because we’re stronger together.”
People staying at home for long periods of time during the coronavirus pandemic has raised questions related to mental illness, loneliness, and depression. The health industry, such as Magellan Health and the AARP, has focused on these topics in their ads.
Companies like IBM and Citibank approached an advertising strategy similar to what was seen after the 9/11 attacks and released ads thanking first responders while showing their own contributions.
While Ford Motor Company offers pickup and delivery for vehicle servicing, Volkswagen looks towards the post-coronavirus future, when the American economy is reopened and car buyers may consider them as an option.
