According to Tunad, in May 2023 alone there was a 66.6% increase in insertions of commercials on TV, compared to last year.
Tunad carried out a study that analyzed the insertions of commercials for brands in the clothing segment on TV during the winter months of 2021 and 2022 and estimated the trend using data from May of this year. The results revealed a notable increase in investment in TV advertising.
Between June and September 2022, the brand that most advertised on the main television media was C&A, with a total of 1,300 commercials, representing an impressive increase of 309% compared to 2021. In second place was Marisa, with an increase of 71% in relation to the previous year, having aired 740 commercials. These numbers reflect the significant efforts made by these brands to increase their presence in the market and attract more consumers during winter campaigns.
In addition, the survey also highlighted the growth of brands that previously did not invest in TV commercials or had a very small presence in this type of media. Calvin Klein, for example, increased its number of commercials by 1,229%. Reserva, which had no commercials in 2021, now has 108 insertions in 2022. According to the company, these numbers demonstrate the search of these brands for greater visibility and recognition in the market.
Another aspect analyzed by the survey was the impact of TV ads on the public, measured by the increase in Lift in Google searches in the ten minutes following the airing of each commercial. According to the survey, Pernambucanas registered an increase of 17.5%, followed by Calvin Klein with 17.0%, C&A with 13.4% and Box 20 Outlet with 13.3%.
However, it is important to point out that, even with a smaller percentage change, more consolidated brands also had a significant impact on absolute Lifts. In this perspective, C&A led with 70,969 new Lifts in Google searches, followed by Renner, with 24,726, and Box 20 Outlet, with 10,501.
For 2023, the expectation is that the number of insertions of commercials on TV during the winter months of June to September will continue to grow. In the last month of May alone, an increase of 66.6% was registered compared to May of last year, reaching a total of 4,083 placements, equivalent to 83% of the total for the winter of 2022. Google, the prediction is that there will be an increase of at least 30% compared to 2022.
“The increase in advertising spend during winter campaigns is justified by a combination of factors, such as seasonal demand, the need for wardrobe renewal, specific fashion trends and the high competition in this period. By capitalizing on these elements, The brands aim to attract and involve consumers, strengthening their position in the market”, concludes César Sponchiado, CEO of Tunad.