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Number of travel ads on TV down 94% during COVID-19 outbreak

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Data suggests that some advertisers have shifted towards less expensive, non-premium inventory - and reaching fewer viewers as a result.

As COVID-19 continues to make its impact across the globe, Kantar, home to some of the world's leading research, data and insight companies, is tracking how key advertising categories are responding to the virus with a YoY comparison of the number of :30 second commercials aired on the top 25 national TV networks.

While we are seeing anticipated drops from categories like Travel & Tourism, as well as expected upticks from categories like Household Products, we are also finding that unexpected categories like Automotive have been increasing the number of ads being shown. However, data suggests that some advertisers have shifted towards less expensive, non-premium inventory - and reaching fewer viewers as a result.

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