In total, 125 d-to-c brands spent 60 percent more on TV commercials in 2018 than in the year prior, according to VAB
This comes as major TV network groups like NBC Universal, A&E Networks and Viacom introduce ad solutions and other capabilities geared toward wooing direct-to-consumer brands, which have typically relied on digital advertising, to TV.
These opportunities typically come with a lower price point than what it usually costs to advertise on TV. It’s also helped that TV networks have been utilizing data and targeting in ways that more closely resemble how brands buy advertising on digital.
Of the 63 emerging brands studied by the industry organization, 41 were either new TV advertisers in 2018 or were existing advertisers that more than doubled their TV ad spend.
And a sample of five emerging d-to-c companies that purchased TV advertising for the first time in 2018 saw revenue increase anywhere from 25 percent to 800 percent over 2017.
And among more established d-to-c brands, Peloton saw its revenue grow 106 percent after upping its TV campaign spending in 2018, according to the VAB.