Kantar’s findings of 25,000 respondents across the globe claims to be the largest consumer survey about the pandemic (3/25; adage, mediapost and Cynopsis’ email) The broad reaching report covers media usage (web browsing +70%; TV watching +63%: social media +61%), trust (national broadcast and print are still trusted by most at 52% while only 48% trust government sites), and advertiser response (e.g. 77% feel companies should be helpful with their “new everyday life”, 75% shouldn’t exploit the crisis, and only 8% suggest stopping advertising). Kantar also included a new analysis of the 2008 financial crisis; claiming that “a six-month absence from TV results in a 39% reduction in total brand communication awareness, potentially delaying recovery in the post-pandemic world.”
Sure they’re watching SportsCenter, but with live sports on hold, TV ad insights company, Alphonso, looked at all top shows watched by viewers of NASCAR, NBA, NCAA, and PGA. From a report in B&C, the other top shows watched by this group include morning and evening news, sitcoms, evening game shows, entertainment news and dramas:
Speaking of shifting viewers, beyond just the news networks, Adage is reporting on “exclusive” ispot.tv data that shows viewing increases throughout early morning (ABC was +80%, Telemundo +18%), early fringe (HGTV +19%), and daytime (Food +21%).
Comscore’s report for the week of 3/16-20 shows viewing up across all dayparts as well, when compared to previous month and previous year. High Daytime and Early Fringe viewing (+31% and +35%, respectively) are driving primetime. The report also included increases in children’s programming (+31%) as well as financial news.
The TVB added to their resources on viewer response during coronavirus with an analysis of the first two weeks of March. They looked at total adults 18+, adults 25-54, and adults 18-34, in 25 LPM markets. Overall findings included increased viewership across all three targets. They also featured the trust slide from the 2020 media comparisons study performed with GfK, which showed that local broadcast led TV with 71% agreement (i.e. that they trust the news they see/hear), followed by network broadcast (61%) and cable news (53%).
B&C reported on Thursday that TV usage climbed 18% for the week of 3/16 (vs. the previous week) according to Nielsen. Included in the report, viewing among 12-17 year-olds was up 43%, as was usage of game consoles (+35%), internet connected devices (28%) and time-shifted viewing (+10%).
The Wrap published the dates that all Late Night TV hosts are returning to air (from their homes).
HOW WE CAN HELP
The New York Community Trust created The NYC COVID-19 Response & Impact Fund to aid nonprofit service providers struggling with the health and economic effects of the coronavirus.