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As direct-to-consumer brands mature and look to scale, they are turning to television advertising more than ever, according to a new report from the Video Advertising Bureau (VAB).
The report, which synthesizes information from 125 top DTC brands representing 52 different categories, found that DTC brands included in the study spent 60% more on television ads in 2018 than they did in 2017, totaling $3.8 billion in television ad spend last year.
Across the board, the DTC brands included in the report had accelerated their ad spend on TV in 2017 and 2018, and they had consistently increased their investment in TV since 2013.
The majority of that year-over-year growth came from about 62 major DTC brands that have been around since at least 2013 and have spent an average of eight years spending at least something on TV.
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