Have you noticed more functional food and beverage, and supplement brands are advertising on television lately? So, why have so many functional CPG brands jumped into the “grand daddy of them all” advertising format? Well, most of them technically haven’t if we are only categorizing the upper echelon of advertising formats as traditional linear TV only. Most of these supplement and active nutrition CPG companies are riding the connected TV (CTV) advertising wave. CTV advertising investments in the U.S. market grew by 41% YoY in 2020 and growth is expected to accelerate in 2021, as spending will reach ~$13.5 billion. What’s also helping the digital advertising trend is digital media companies like YouTube, Hulu, Amazon, and Roku have made it easier for small- and medium-sized businesses to build, manage and measure their TV advertising campaigns. This is important because a recent survey found that 49% of consumers reported pausing their TV and shopping for a product online after seeing an ad on their TV streaming device. Since I'll be reacting to a collection of seven recent TV commercials from functional foods, beverages, and supplement brands, I run through the four qualities I believe make for great TV commercials. This was will the backbone to how I'll judge the following active nutrition CPG brands: Vital Proteins, Garden of Life, ZOA Energy, Optimum Nutrition, Quest Nutrition, GNC, and Athletic Greens.

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