This week, iSpot shared data with Endpoints 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, 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).
