What, where and how much? Media effectiveness during COVID-19

Five tips from Kantar for dealing with a rapidly changing media environment, and how to prepare for recovery after COVID-19.

Why it matters

Coronavirus has upended the usual rules of media management. Brands must be agile to consumer sentiment about advertising, balance short-term demands with long-term requirements, and plan for life after lockdown.

Takeaways

  • It is vital brands consider how they continue to build longer-term preference, so they are prepared as the situation recovers. Brands that hold their nerve while competitors reduce spend are likely to benefit strongly.
  • Analysis of the last recession shows that ‘going dark’ for less than six months usually means only minor deterioration to brand health measures. However, larger brands are more affected than smaller ones...

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