How advertisers scrambled to change their message in coronavirus crisis
The disruption of pilot season, which some industry vets predict may never be the same, underscores the rippling economic effects of the health crisis.
The major television networks have canceled their springtime presentations to advertisers, putting in jeopardy the annual ad market that produces more than $20 billion in commitments for the coming television season. A survey last week by the Assn. of National Advertisers found that 92% of marketers had adjusted their messages since mid-March, whenwas declared a pandemic by the World Health Organization. Nearly half of respondents said their modifications were “substantial.”
Retail giant Walmart unfurled new commercials, including one with Chief Executive Doug McMillon recording a selfie video in a store aisle as he thanked the more than 1 million Walmart employees across America, calling them “heroes,” as David Bowie’s “Heroes” played in the soundtrack.
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