Welcome to TV - 1st Half 2022

Learn how new advertisers used national TV during a period of economic uncertainty 

Throughout our Welcome to TV series, we have brought you details on the new TV advertisers to help fuel your competitive intel or new business prospecting.

Over the last few years, COVID was the main source of disruption with 2020 and 2021 seeing an influx of entrants in new categories looking to leverage pandemic-driven behaviors.

However, in the beginning of 2022, brands that serve pre-pandemic ‘everyday’ needs like pharma, insurance and financial services have taken on a renewed importance. But just as consumers were seeking a return to normalcy, new economic uncertainties arose through the first half of 2022.

In this piece we answer:

• What impact is the soft economy having on who the new advertisers are?
• Which categories and brands are the fastest growing?
• What are CEOs, CMOs and founders saying about the important role TV is playing in their marketing mix?

Through the 1^st half of 2022, 133 new national TV advertisers across 47 categories invested $414 million in national TV. This Insights release will share more about these bold new advertisers and how they’re looking to connect with consumers and win market share.

You’ll also find the complete list of 133 new national TV advertisers, their category and their spend for your quick reference.