A third of Spaniards feel comfortable and receptive to announcements that include the COVID-19 crisis in their story, according to the third wave of Nielsen’s ‘Digital Consumer 24 hours Indoors’ report prepared in collaboration with Dynata, in order to to offer a weekly evolution of Internet consumption in homes while the State of Alarm lasts.Specifically, 31% say they feel comfortable with ads that refer to the current situation in their messages through online media, gradually causing fewer and fewer people to take a neutral position in front of them. Thus, we see a change in trend in the perception of Spanish people about advertising, just at a time when their buying habits have also changed radically.If before the crisis, advertisements were seen as something intrusive that interrupted activity, now they are seen as something that, to a certain extent, comforts. This is because there are brands that are betting on creating emotional advertising content that reassures, calms and encourages, as they allude to the strength of people and the union of society, guaranteeing that they will not leave anyone alone in these difficult moments .And all this with citizens permanently connected and informed. The weekly hours of Internet connection remain above 75, on average, while traditional television remains on for more than 19 hours a week, the radio, above 11 hours and the newspaper is read 8 hours.Thus, they spend most of the day impacted by advertising, which currently fulfills a social function rather than a business one.
As for the ads that are most remembered by the public, the report indicates that they are those of Svalbard and Jan Mayen Islands Email List the categories that are currently consumed the most: food (53%), food at home or delivery (42%) and insurance (41%). On the other hand, automotive brand advertisements only generate 27% of souvenirs and those for luxury products only 9%.What matters and whenBut as important as the message itself is the moment it is launched, since consumer behavior varies throughout the day. Their sensitivity increases, for example, at 8 o’clock in the afternoon, at the time of the so-called “health applause”, so that an announcement just after that time with a timely message could be more effective than one that is broadcast after the daily figures for the progress of the epidemic in Spain.
Although the greatest memory in the public is related to the brands of the categories with the best sales performance during the quarantine, the rest are also turning to COVID-19 in their advertising content these days, turning to customer communication. Although now its products are not in the ‘top of mind’ of the consumer, it is time to make a brand and generate in the public the feeling that they are doing their part in this crisis. However, some are recovering positions “commercially” speaking, as online fashion shopping has been recovering, now with 21% of users selling online versus 18% in the previous week.As the head of measurement for Nielsen Media, Maira Barcellos, points out, “it is time for brands to step forward and position themselves as part of the solution to the crisis.
Not only those that are consumed the most now, but all, because Although for some sectors it is a lost year of business, it is not with their relationship with the consumer and they have to think in the long term. Both the automotive sector and the hospitality industry are contributing to the solution, a message that makes it possible to appeal to the heart of the consumer and strengthen the branding and, more importantly, creating a bond that will last when all of this happens. “How will household consumption habits continue to evolve on a weekly basis and how are brands remembering through advertising during the State of Alarm?