2.5 The Impact of COVID-19 Flashcards
COVID-19 Immediate response (In brief)
- Surge in the use of the word ‘unprecedented’
- Normal patterns of behaviour turned on their heads - even before the first lockdown was officially announced people across the UK started changing their behaviour
- Brands had to rethink their messaging - it would have been incredibly inappropriate for brands to be seen to encourage any behaviour that was now against the law.
We’re all in this together trope
- Brands sought to maintain a presence during the COVID-19 crisis.
- Many brands crafted similar messages emphasizing unity and support.
- Common themes included phrases like “We’re all in this together.” (popular trope)
- These messages often incorporated sad piano music and imagery related to social distancing and hope for the future.
Despite the ‘we’re all in this together’ phenomenon. Some brands put their existing resources and advantages to good use and … (give an example)
- Certain brands utilized their resources to create pandemic-related goods.
- Brewdog, for instance, supplied 100k units of hand sanitizer to the NHS.
- Brewdog shared their their ways of working so other brands could learn and copy.
- The pandemic prompted people and marketers to contribute in previously unimaginable ways.
The new patterns of behaviour that emerged during the lockdown had the greatest impact on what?
The new patterns of behaviour that emerged during the lockdown had the greatest impact on advertising.
What did Mobile Marketing report?
Mobile Marketing (Murphy, 2020) reported that UK ad spending had its worst-ever quarter in 2020, down by 33.8 per cent.
Source: DayLite by IPA Touchpoints, looking at All Adults time spent with media channels across 2020
The pieces, ranked in order are as follows:
TV Video 35%
* Out-of-house (OOH) 19%
* Radio and audio 18%
* Social media messaging 17%
* Internet (life admin) 7%
The remaining percentage is make up of several smaller categories of media.
Lockdown impacted OOH in a major way. It went from being …% of people’s commercial day to dropping to just …%.
This varied by format, with …. managing to sustain and even grow their share of impacts
Lockdown impacted OOH in a major way. It went from being 28% of people’s commercial day to dropping to just 11%.
This varied by format, with supermarkets managing to sustain and even grow their share of impacts
Post-Covid, we are still not quite back to normal levels of OOH exposure. Why is this?
Post-Covid, we are still not quite back to normal levels of exposure as some people’s working patterns have drastically changed.
The graph details the impact at supermarkets, roadside, rail stations and Underground stations between 4 May to 29 June 2020. Rank thm
- Supermarket
- Road
- Rail Station
- Underground Station
Which channel suffered more than others during the pandemic?
Immediate closure of venues meant that Cinema suffered more than others, but it was one of the activities that audiences eagerly looked forward to returning to!
Cinema
Cinemas faced closure during the pandemic.
Audiences eagerly awaited their return.
Film industry used PVOD for releases.
Theatrical impact continues post-Covid.
Cinema recovery delayed due to paused productions.
Marketing highlights cinema experience.
UK cinema admissions reached 80% of pre-pandemic levels by end of 2021.
Print market declined for decades.
COVID-19 hit print industry.
Disruptions in printing, distribution, and sales.
Some titles went bust or switched to digital.
Paid-for papers down by 20% during lockdown.
Slight boost in magazines due to increased spare time.
Digital innovation accelerated, focusing on subscriptions.
What was a key thing that happened with Print due to COVID-19
With people at home and the supply chain disrupted, it was a time to accelerate digital innovation, with many large titles shifting their marketing towards digital subscriptions.
Which print medium actually grew during the pandemic?
There was a slight boost to magazines as some parts of the population had more spare time to explore their hobbies, with one in five people taking up new activities to help alleviate the boredom.
t/f: The print industry was flourishing before the pandemic
False: The past couple of decades has already seen a bit of a hit on the print market, with declines of two-thirds since 2020
