How is the advertising industry changing in the time of Corona? And how to best react to these new circumstances? Does it make sense to firstly reduce advertising or is it more important to be even more present right now and responsive to the current situation? On behalf of Havas Media, we asked 500 people between the ages of 14 and 69 in a representative online survey in Germany from 17th to 19th March 2020 on this topic.
Our insight: campaigns which react to the current crisis and address topics such as social distancing and solidarity can definitely be successful and perceived as ‘extremely positive’. However, it is important to adapt to the current situation. Campaigns which are too positive are currently out of place.
Another argument is that, unsurprisingly, media consumption has increased heavily because of the new living conditions. TV consumption has risen by 36%, internet consumption even by 40%. Almost all respondents (90%) stated they get updates on the current situation several times a day: for which people mainly trust in classical TV news. Also food delivery services are profiting from the new circumstances: 25% of online purchases by the respondents were for food. Also the general acceptance of food delivery has increased: 81% of those who never shopped for food online before can now imagine to do so.
The working environment is changing as well. 38% of the respondents stated they had worked from home the week before: 16% did so for the first time. People are getting used to the new working conditions: Almost half of the respondents can work just as well remotely as in the office, a third stated to be even more productive working from home.
On the other hand, the tourism industry is bearing the brunt. However, there is also reason for hope: 55% of the respondents are looking forward to a holiday after the end of the crisis. Although, the normal things like meeting friends and family and going to pubs and restaurants even come before the holidays.
The complete results of the study can be found here.