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.
More than 1,200 DTC brands this year to date, beginning in March, are new to television and are in full experimentation mode, according to Sean Muller, CEO and founder of TV ad measurement firm iSpot.tv. In fact, more than any other TV advertising category, “the whole direct-to-consumer sector continues to show growth,” including in fourth-quarter holiday-themed spending, said Peter Olsen, evp of ad sales at A+E Networks.
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