While the COVID Crisis is having an absolute chilling effect on business and our own lives, it has been a boon to television. Millions and millions of Americans sheltered in place with not much else to do than have the TV on.

I took a dive into some data on what we are watching beyond more bad news from the news channels. If you are 55+, you’ve had enough of the bad news and you are turning to nostalgia, love and maybe learning something that you didn’t know. The graphic below gives an indication of the growth.

According to iSpot Media for the week ending April 5^th, the greatest incremental increase in viewership was to the rustic All-American RFD TV channel, filled with rodeos, Paula Deen and the Lone Ranger. Second on the list INSP TV, touting heroes that live there, like Marshall Dillon of Gunsmoke, Bonanza and Daniel Boone. The ladies were turning to the Hallmark Channel.

Yet, while the boomers were turning away from bad news, the general population couldn’t get enough of it, with FOX News and CNN showing double-digit increases over the previous week. Consumers are also staying up later. NBC’s late fringe period showing a 105% increase over the previous week.

While some pull back advertising during times of crisis, it is actually the best time to grow a brand through what remains the most powerful advertising medium available.