TV spending by direct-to-consumer (D2C) brands has almost doubled since 2016, according to The Video Advertising Agency. The organization tracked 120 D2C brands using Nielsen data, and found that D2Cs spent $2 billion on TV in 2018 — and 70 of the 120 were using TV for the first time.

It’s a natural move for the growing brands which, in their quest for larger audiences, are finding it too expensive to rely solely on the social channels they used to build their businesses.