While television consumption is up during the current crisis, the engagement with TV ads is down as measured by EDO, says Kevin Krim, CEO of the TV analytics and data company.
As consumer intent to purchase is soft, it is important for advertisers to quickly change creative to address the crisis and their role, suggests Krim.
EDO measures engagement with advertising via Web activity in the moments after ads are aired. Krim says that data round TV performance have become increasingly important for marketers in this climate.
Krim was interviewed remotely early this week via Zoom.
