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Back to the future: The rise of TV

Screenshot from Adore Beauty’s TVC. During lockdown, we’ve seen a surge of TV advertising by online retailers. The ones that ran on free-to-air television (that I’m aware of ) include Adore Beauty, Kogan, Pet Circle, Style Runner, Temple & Webster, and The Iconic. I would struggle to come up with a list that long from the last five years combined. Most online retailers have boomed during lockdown, many seeing revenues double almost overnight. With their coffers suddenly fuller than