When the coronavirus crisis broke out in Spain almost a year ago, companies had to reorganize their campaigns and make advertising decisions. There were companies that completely paused their ads, others changed how they were advertised and others launched with specific campaigns linked to the coronavirus. Advertising changed and so did citizens’ media consumption patterns.During confinement, for example, television viewing time by some viewers who were trapped in their homes skyrocketed, but despite this the advertising breaks did not. There were fewer commercials than usual, and non-advertised air times were never recorded as normal.While this was happening, despite everything, the data of certain advertisers did grow.
That is, although some companies put the brakes on and although others launched aseptic or Latvia Email Address information advertisements, some products had a moment of special pull.Buying habits said that everyone was making themselves first with toilet paper, then with flour, yeast and snacks of all kinds. It didn’t make as many headlines, but those weren’t the only products that gained traction, as studies of what has been advertised the most over the past year show.That is what can be established by looking at the conclusions of the latest study by the Audiovisual Content Observatory of the University of Salamanca, with the support of the Camilo José Cela University, which analyzed 191,000 television advertisements. Those campaigns studied were broadcast during 2020, both before, during and after the lockdown in March and April.Their conclusions establish certain patterns about the type of products that grew in the presence of advertising at each of the key moments of the year.Sleeping pills first, then slimming productsThus, during confinement, two types of products grew the most. It was advertising for sleeping products. The advertising of sleeping pills and other products linked to lack of sleep was, in fact, the one that grew the most during confinement.
It was the category in which there were the most new ads (compared to the number of ads that category served in the same period of 2019, the growth is four times more).The boom in these types of products makes it clear what problems were weighing down consumers during confinement: stress was affecting sleep cycles and citizens were looking for these types of products. Advertisers showed them clearly.They were not the only ads that increased during the confinement in advertising presence. So did the vitamin ads. In a context concerned with the health and strength of the body itself in the face of illness, it makes sense.The third category that grew the most was, not very surprising, those of public and private health awareness campaigns: they were campaigns on the coronavirus.Things, however, changed once they entered what was then called the new normal. Ads for sleep products gave way to the growth of other types of products.
The category that grew the most on post-confinement television was that of weight loss products. Ads related to weight loss had a notable growth during the de-escalation.The funny thing is that, during the confinement, this type of advertisement had been overshadowed. Perhaps marketers believed it was not the best time, while consumers ‘ate’ their stress. Also during the confinement, products linked to the prevention of the coronavirus, such as masks, hydroalcoholic gels or gloves, were not advertised. Those announcements, they point out in the study’s conclusions, also began with the de-escalation.The publicity was, therefore, like a kind of compass of when the crisis was and what the Spanish population needed – or would gladly receive.