Scrappy DTC Brands See TV as an Opportunity to Reach New Audiences in the Pandemic

Roughly half of new television advertisers in the first half of the year were direct-to-consumer companies

a woman in black dancing on the left, a man in a green sweater and gray jeans in the middle, and a woman in a red hoodie and gray shorts on the right
Ecommerce brands are exploring television ads for reaching consumers that are stuck at home. ChefBoyRg

While many brands have been focused on cutting costs during the pandemic, a new generation of direct-to-consumer (DTC) brands saw an opportunity to reach a captive audience via their televisions.

This story first appeared in the Nov. 16, 2020, issue of Adweek magazine. Click here to subscribe.
@RichCollings richard.collings@adweek.com Richard Collings is a retail reporter at Adweek.