Time to focus on TV & Digital, says Kantar report

The report ‘Media in the time of Covid-19’ says big brands should continue leading the media landscape if they don’t want to be ambushed by smaller and bolder players

e4m by exchange4media Staff
Updated: Mar 28, 2020 10:29 AM
Kantar

An expected slowdown on consumer expenditure, potential problems on products supply and an impact on GDPs is expected to have a significant negative impact in media investment, says a report by Kantar – ‘Media in the time of Covid-19’.

The report says: “After Coronavirus outbreak, an OECD report anticipates that GDP growth is projected to drop to 2.4% in 2020 as a whole, almost a 0.5% globally. In the worst scenario where more intensive coronavirus outbreak OECD predicts that global growth could drop to 1.5% per cent in 2020, half the rate projected prior to the virus outbreak.”

According to the report, brand health may become vulnerable when a brand stops advertising on TV. However, when the time off-air is six months or less, the effects are minimal. Big brands should continue leading the media landscape if they don’t want to be ambushed by smaller and bolder players, it says.

The report further states that 52% of consumers in six Asian countries have said that they are cutting down on leisure outdoor activities and are spending more time at home. This means less OOH, experiential events, or transport and more Digital and TV.

A Kantar research in China shows how the consumption of different forms of digital as well as TV have increased during the Coronavirus outbreak.

The ways to optimise media mix, according to the report, is to focus on TV and Digital.

Finally, in some good news, the report says, online is the best media to be always in touch with consumers. Digital is actually more effective and efficient when it is always on, the report concludes.

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