NBCUniversal executed a series of bi-weekly proprietary surveys to assess consumer response to the COVID-19 crisis covering shifts in behavior, advertising tolerance, and resonant brand messaging strategies. See our key research statistics coming from our research study.
To read the full study, download the deck below.
Film and favorites help consumers take a break from reality
80%
are watching the more or the same amount of movies during COVID-19
65%
are watching more or the same amount of their usual shows during COVID-19
Viewers have confidence in their spending resiliency and consumer power
72%
plan to be more thoughtful about brands they support post-crisis
65%
plan to spend the same amount of time on media post-crisis
Acknowledge
Consumers are drawn to ads that empower them to cope and give back
77%
find it useful when brands describe how they can help consumers cope with crisis
82%
like advertisements that highlight positive actions during the public health crisis
1 of 3
want brands to teach ways consumers can get involved
Act
Consumers are willing to reward brands who take action to help those in need
81%
are more likely to buy/use brands who help others when its needed most
79%
are more loyal to companies who prioritize community’s wellbeing over business
Consumers are drawn to ads that empower them to cope and give back
81%
belief brands’ actions now will continue to matter post-crisis
89%
will continue supporting brands that earned trust during the crisis
51%
will stop purchasing products from brands that have not supported the community in times of need
Assure
Top messages consumers would like to hear from brands during the public health crisis
46%
gives me hope that we will persevere
40%
makes me feel safe
43%
makes me laugh
To read the full study, download the deck below.
