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# How Pandemic TV Ads Have Pivoted Since Early 2020
- URL: https://tvrev2beta2.ghost.io/how-pandemic-tv-ads-pivoted-early-2020-data-charts-ispot/
- Published: 2022-09-27T23:30:13.000Z
- Updated: 2022-09-27T23:30:13.000Z
- Author: John Cassillo
- Tags: iSpot, TV Advertising, COVID-19, Pfizer, Pharma Advertising, #sqs, #Import 2026-09-03 20:44, Data

This week, [iSpot shared data with Endpoints](https://endpts.com/from-covid-ad-boom-to-endemic-tracking-tv-ads-from-first-rush-of-brand-camaraderie-to-todays-pharma-boosters/?ref=tvrev2beta2.ghost.io) detailing how TV ad impressions and national TV ad spend around COVID themes have dipped considerably since the start of the pandemic — from a high of 389 billion in Q2 2020 to just 23 billion so far this quarter. But additionally, data shows how creatives shifted from being driven by retailers and restaurants to a pharma emphasis in Q3 2022\. Further:

- Over 32% of COVID-related TV ad impressions in Q3 2022 (through Sept. 18) come from pharma brands — vs. 1% in Q1 2020
- Pfizer, in particular, [has tied itself to the NFL this fall](https://endpts.com/pfizer-sacks-pharma-competition-in-early-nfl-tv-advertising-season/?ref=tvrev2beta2.ghost.io), with nearly 65% of est. national TV ad spend for COVID vaccine/booster brand COMIRNATY attributable to live NFL games.
- A lingering industry for COVID advertising appears to be department stores, though. The category has stayed among the top 10 for share of COVID-related TV ad impressions since Q2 2020, including more than 14.6% in Q3 so far (No. 2 overall).