By Elyn Buscani, Account Manager
In a March 2020 survey from Kantar, just eight percent of consumers in 30 countries thought that stopping advertising should be a priority for brands. But 77 percent of respondents said they wanted advertising to “talk about how the brand is helpful in the new everyday life,” and 75 percent said it should “inform about [the brand’s] efforts to face the situation.”
Media consumption is increasing as consumers search for news and information about the health and economic crises. Nielsen data shows significant increases for both TV news viewership and radio listenership as on-air personalities provide critical information and a connection to the outside world for consumers sheltering in place. These familiar faces and voices also reduce feelings of stress and isolation. Consumers are also spending more time on social and traditional media websites.
Advertisers can reach these larger audiences for significant discounts. Rates for broadcast and outdoor media have temporarily dropped by a third or more based upon our own experience, and many are matching paid spots 1:1 with bonus run-of-station spots.
It may be understandable for advertisers to shy from “negative” or “anxious” content like coverage of a pandemic. But March 2020 research from Integral Ad Science suggests those concerns may be misplaced: Just 16 percent of U.S. internet users surveyed said they would have a less favorable opinion of a brand whose ad was adjacent to coronavirus-related content. Almost eight in 10 respondents said such placement would not change their view of a brand.
Make sure you’re adjusting your marketing strategy to meet consumer demands and be sure to evaluate if discounted advertising opportunities are the right fit for your brand.
Elyn’s experience includes more than 15 years of media planning, buying, and media sales, ranging from million-dollar accounts to smaller buys for businesses just getting off the ground.