COVID-19 RECOVERY PLANNING GUIDING PRINCIPLE #1

COVID-19 RECOVERY PLANNING GUIDING PRINCIPLE #1

COVID-19 RECOVERY PLANNING GUIDING PRINCIPLE #1

The evolving media mix

Since lockdown began, we have seen shifts in how people are consuming media. How do we best identify what these changes are and how best you can act (if at all)?

What’s included?

• What are the major shifts in media consumption? • The importance of Share of Voice. • Key considerations and opportunities.

What are the major shifts in media consumption?

• A number of studies have compared pre and post behaviour.

We are communicating more, but less face-to-face.

Source: Lockdown life ; The IPA and IPSOS

Shift to online has increased in pace and been cross generational.

Figure 2: Average time spent online per visitor per day, by age: November 2019 to April 2020

Source: Comscore MMX Multi-Platform, Total Internet, Adults 18+, Nov 2019 – Apr 2020 UK.

We’ve been watching more on-demand, catch-up and online video.

Source: TouchPoints pre lockdown vs lockdown 2020

(even though many of us are home all day). Video viewing remains steady, with evening spikes

Source: TouchPoints pre lockdown vs lockdown 2020

Research by Thinkbox looks at real-time viewing habits of TV and video.

April TV unites households, enables new routines and provides a valued source of comfort during these times of crisis. Consumers have an increased level of consciousness regarding their shopping habits. Brands that are contextually relevant to the current situation are winning out (for now).

May Consumers are excited about life beyond lockdown , but brands have a duty of care - trust and transparency are key. With more time to watch, viewers are delving into new content and VOD provides the perfect place to explore, catch up and binge.

June As we leave lockdown, there will inevitably be less time for TV. But some habits, particularly shared family viewing , are likely to stick.

Viewers are looking towards the future, but still require reassurance from advertisers.

Source: Lockdown TV: Thinkbox research June 2020

Outside of TV and video we have also seen shifts in social media, OOH, newsbrand and radio consumption.

Social media usage is +20%, with largest gains during the day.

Source: Lockdown life ; The IPA and IPSOS

OOH tracking has seen people start to resume normal ‘movement’.

...with large increases ex-London

...and exposure to smaller formats starting to deliver positive weekly changes

Source: Talon ADA tracker

When it comes to news, less people are reading printed publications, but news online is +8%.

Source: Lockdown life ; The IPA and IPSOS

Being highly accessible as well as an in-home channel, radio listenership has also grown.

+38% of commercial radio listeners are tuning in for an extra 1 hour 45 minutes per day.

+85% of listeners are now tuning in for 26 hours every week compared to 14 hours per week pre the crisis.

+45% of the ‘newly working from home group’ are listening to over two hours of radio a day more than pre-covid.

The peak of listening has shifted to midday as people consume radio as they work

The Importance of Share of Voice

Experts have commented on the immediate opportunities available to grow SOV

Whilst simply stating to ‘spend more’ may not be right for all brands, research proves those that do are more likely to see the benefit.

“

Remember that what affects your market share, particularly in the long term, is not the absolute weight of your advertising, but your share of voice. If your competitors are cutting spend, then it’s easier for you to increase share of voice and accelerate growth. In fact, if you’re smart, you can cut spend and increase SOV, provided you cut less than your competitors do.

”

-Les Binet, Navigating COVID-19: Survival, adaptation and recovery WARC

Key considerations and opportunities.

Whilst some media are seeing increased usage, a contracting ad market could lead to commercial opportunities…

OOH - the ad market is expected to contract by a half (52.6%) in Q2 2020, a quarter (24.5%) in Q3 2020, and 18.7% during 2020.

Television - while TV viewing is up CPM projections show costs falling by a fifth in 2020, the full year forecast for TV ad investment growth is now -19.8%, equivalent to a £976m reduction in broadcaster revenue versus 2019.

National Newsbrands - visits to premium UK newsbrands are up, but this has not translated into rising advertising investment. Ad revenue among publishers of national news is expected to fall by 20.5% –or £206m –in 2020.

Source: Advertising Association/WARC expenditure report 2020

Paid search – investment expected to fall by 12.1%.

Online display - the market as a whole is forecast to contract by 12.7% to £5.5bn this year, with social media down by 6.3%.

Cinema - the ad markets expected to contract by 33.6% – or £105m –this year.

Source: Advertising Association/WARC expenditure report 2020

…with some channels already offering bespoke recovery opportunities.

Talon Outdoor ‘Back-to-market’ packs.

Smaller formats are seeing weekly growth in exposure. With the majority of these in city centres. 5 packs tailored to brands targeting the consumers return to normalcy. (Talon Outdoor)

1. Welcome back (Roadside) - welcome back to the roads 2. Revenge Spend (Mall) - relief from online shopping 3. Staycations (Roadside, Arterial Routes/Motorways)

4. Back to School (proximity) 5. Return to Pubs (proximity)

AdSmart from Sky

• SME100 launched 5th May • New initiative for similar businesses to apply for help making a TV commercial with incentivised packages. • Qualifying Companies needed to be - 2 - 50 full time employees - Established > 1 year - New to TV or haven’t been on air in 12 months • Extended to SME250 9th June – additional £1.5m of value. • In association with AdSmart from Sky, Accord have a number of incentivised packages. Please speak with your contact for more details.

For more details contact [email protected]

Brilliantly joined-up marketing