Skift Take
"The Open Road Is Open Again." With that message to tap Americans' pent-up demand to get the hell out of the house and escape lockdowns, Choice Hotels went big on U.S. TV and was the most-seen brand. Being in the right place at an opportune moment helps, but backing it up with effective creative wins the month.
Choice Hotels, leveraging a reinvigorated drive market during the Covid-19 crisis, was the most-seen travel brand, and had the highest estimated spend, $3.2 million, on U.S. TV in June.
And Choice, with its "book direct" message, didn't start advertising on U.S. TV until June 18.
Visit Las Vegas and the Montana Office of Tourism were there to be counted, as well, contributing 75 percent of all U.S. TV spend in the cities/destinations category, which led the pack of travel sectors as most of the industry returned to TV in June. Except for airlines and cruise lines, which each spent less than $200,000.
These insights come from iSpot.tv, the television analytics platform, which gauged the travel industry's U.S. TV performance last month, looking at airlines, cities/destinations, cruise lines, hotels, resorts/theme parks, and travel websites.
The following is iSpot.tv's analysis, which we edited:
June Increases in TV Ad Impressions, E
