MarketingCharts Data Hub: Coronavirus and Marketing [Updated]

MarketingCharts   August 3, 2020 Let’s take an updated look at how marketers and consumers are dealing with this crisis. The below is a curated list of data that we’ve gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers and businesses changing daily, this data will continue to evolve over time. Stay safe out there readers, and please respect all local rules and regulations. Now, let’s have a look at some of the data that has come in since the last update:

 

Consumers

  • In light of restrictions and quarantine measures hindering travel in the US, many Americans appear to be embracing the great outdoors. Recent data from Comscore shows that weekly visits to Sports & Outdoor retail sites saw considerable y-o-y growth in April (71%) and May (86%). Source: Comscore.
  • Although the pandemic has led to a great deal of uncertainty, consumers are still shopping, and advertising is still a driver in purchase decisions. More than one-third (36%) of US consumers surveyed report they have made an impulse buy based on an ad since the start of the pandemic. Advertising isn’t the only driver – they still like a good deal, with some 76% reporting that they have discovered new products based on deals they have received from brands. Source: Valassis.
  • During the pandemic, more than half (53%) of American consumers say they have purchased brands they would not normally purchase. But that’s not to say that this behavior will stick post-COVID-19, with about three-quarters (77%) claiming they will return to their favorite brands at that time. Source: MRI-Simmons.
  • Media & Entertainment brands have driven offline conversations since the pandemic began. Indeed, Engagement Labs’ data finds that in the 12 weeks ending July 12, 2020, Netflix saw a striking 75% y-o-y growth in real-life conversations. Amazon, Disney+, CNN, Hulu and Amazon Prime also topped the list of offline conversations. Source: Engagement Labs.
  • Looking ahead, many US adults say they will spend less time watching pay-TV programs (41%) after COVID-19. That said, pluralities believe their consumption of pay-TV programs (44%) and watching movies (53%) or series (54%) on streaming services will remain the same even after the pandemic has passed. Source: Ipsos.
  • US kids (ages 4-15) are spending an average of 95 minutes per day with TikTok since the beginning of the pandemic, compared to the 82 minutes spent with the app in February 2020. Read more here.
    Read the full MarketingCharts article, here.
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Word-Of-Mouth Remains Vital To Consumers During COVID-19

MediaPost   by Ed Keller, Columnist The COVID-19 pandemic may have cleared out offices, public transit, bars, restaurants, and social gatherings, but Americans have continued to enjoy their gift for gab when it comes to talking about and recommending brands. Compared to a year ago, consumer talk is up by double digits in social media. Yet despite social distancing rules, real-world offline word-of-mouth conversations are also up 2% between April and July, compared to the same time last year. During this period, that amounts to 14 billion weekly word-of-mouth impressions about products, services and brands. Consumer conversations are important because they have been shown to motivate 19% of consumer sales, with online and offline conversations playing equally important roles. Yet there is no correlation between online and offline conversations, making it important to pay attention to both. While offline conversations are up 2%, how and where those conversations are occurring has changed somewhat.  For starters, a larger percentage now occur at home, with more people hunkered down and avoiding going out. About 70% of all conversations about consumer categories and brands now occur at home, versus about 63% prior to the pandemic. The increase became most noticeable the first week of April and hit 70% by the end of that month. Two-thirds of those conversations at home are happening face-to-face with other household members, but many involve telephone, text, email to people outside of the home, providing ways for people to share information about products and services with each other at social distance. Indeed, we believe word-of-mouth has become more important as consumers are seeking help from each other as they navigate their changed lives. As we reported recently, increasing word-of-mouth conversation activity related to health and healthcare (+29%), household products (+18%), beauty (+16%), entertainment (+13%), and financial services (+10%) are indications of the changing needs of consumers amid the pandemic.     Read the full MediaPost article, here.
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Chrissy Teigen Joins Boycott of Goya Foods After CEO Says ‘We’re All Truly Blessed’ to Have Trump

People.com logo   By Benjamin VanHoose July 10, 2020 10:46 AM   … Goya Foods was founded by Spanish immigrants in 1936, according to the brand’s official website. The company offers more than 2,500 different products from Caribbean, Mexico, Spain, Central and South America. In March 2019, Goya was voted America’s No. 2 most-loved food brand, per the Engagement Labs’ TotalSocial brand awards. As part of Thursday’s Hispanic Prosperity Initiative executive order, Goya announced that it would donate 1 million can of chickpeas and 1 million lbs. of food products to food banks across the U.S. to benefit those impacted by the novel coronavirus (COVID-19) pandemic. In a press release, Unanue didn’t address his Trump comments, but added that he’s “honored” to be part of the executive order and to “support and celebrate the contributions of the Hispanic community.” “We are committed to our country and the need to give back because it is the right thing to do,” Unanue said. “Our country faces a time of historic challenge but we will meet that challenge together and continue to work towards greatness, focus on a strong recovery, and hold onto the hope for a healthier future for all.” A number of other figures reacted to Unanue’s “truly blessed” quote on Twitter, including Rep. Alexandria Ocasio-Cortez, who wrote, “Oh look, it’s the sound of me Googling ‘how to make your own Adobo,'” referencing one of Goya’s popular spice mixes.       Read the full People.com article, here.
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Americans Talking About Racial Justice, COVID-19 Also Talk About Brands’ Engagement With Issues

MediaPost by Laurie Sullivan @lauriesullivan Marketers have turned their attention to racial justice and unrest, recognizing a long overdue need to use their influence in advertising and organic platforms to bring about change in America. Knowing how many brands have become engaged with both COVID-19 and racial justice is important. People who discuss racial justice or major health issues have 21 more brand-related conversations a week than the average American. These consumers talk more about most categories than the general public. Engagement Labs found that among Americans, the most common conversations relate to racial justice and COVID-19, and an equal number of Americans say each of the two issues are the most impactful topics discussed, according to data released Wednesday. Some of the data was analyzed between March 16 and June 21, 2020, while other data had a shorter span of June 15-June 21, 2020. Offline conversations focus on both racial justice and COVID-19, whereas social media chatter is focused more on racial justice and equality, according to Engagement Labs, which combines offline and online data. The study found that those who talk about these issues also talk about brands, according to data that was pulled between June 15 and June 21, 2020. Discussions about COVID-19 are most impactful among older and middle-income consumers, and Democrats. The Demographic Profile table looks at the proportion of people who talked about racism or racial justice during the day of the study and compares it to the Total Public percentages. The table also depicts the proportion of people who deemed a conversation about racism or racial justice as their “most impactful discussion” of the day.     Read the full MediaPost article, here.
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Data Hub: Coronavirus and Marketing [Updated]

MarketingCharts   June 29, 2020 Let’s take an updated look at how marketers and consumers are dealing with this crisis. The below is a curated list of data that we’ve gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers and businesses changing daily, this data will continue to evolve over time. Stay safe out there readers, and please respect all local rules and regulations. Here’s a look at more data that has been released since the last update:

Consumers

  • Half of US consumers say they have spent more time consuming content than before. That said, some 47% agree that they are interested in hearing or reading news that is not related to the pandemic. They are also looking to brands for hope, with 45% saying that not only do they want to be inspired by brands so they can be hopeful about the future, but that this inspiration will lead to them purchasing from these brands after the pandemic. Source: Media Frenzy Global [download page].
  • Per recent Harris Poll data, consumers are seeing some industries in a more positive light since the start of the coronavirus pandemic. Six in 10 respondents say their view of the healthcare industry is more positive, while others say they feel more positive about retail (51%), small businesses (43%) and technology companies (38%). Other industries such as media, travel and hospitality and airlines have not fared as well. Source: The Harris Poll.
  • Eight in 10 (83%) C-level executives believe that retail and dining has been changed forever by the coronavirus outbreak, with more than half (56%) feeling that it’s likely shoppers will move exclusively to online shopping or buy online and pick up in-store or at the curb. Source: Cambridge Retail Advisors.
  • Although linear TV benefited from increased viewing at the start of the pandemic in mid-March, viewing in the US has come close to returning to pre-pandemic levels. This is attributed to the re-opening of the economy in the US, giving viewers something else to do beyond watching television. The drop may also be partially due to regular seasonal declines in viewership witnessed in recent years. Source: Simulmedia.
  • While Disney+ sat at the bottom of the list of Engagement Labs’ most loved brands in offline consumer conversations last year, this has changed significantly. Between the months of March and May, the new streaming format has soared to the #1 spot, followed by Amazon Prime. The most loved brand for online conversation during that same time period was Food Network, followed by Apple and Spotify. Source: Engagement Labs.
  • In addition to the increased amount of time consumers are spending with streaming video services, 3 in 5 adults with broadband service say they have increased their use of pay-TV on-demand since stay-at-home mandates went into effect. Read the article here.
  • CMOs have observed several consumer behavior changes of note during the coronavirus outbreak. A majority have seen an increased openness to new digital offerings introduced during the pandemic (85%) and an increased value placed on digital experiences (84%). Read the article here.
  • Changes in shopping behaviors that occurred because of the pandemic may already be starting to shift. In April, 72.1% of US adults (18+) reported shopping in stores less. As of June, 64.4% of adults report the same. In the meantime, shopping online has gained in popularity, with only 37.2% reporting doing so in April compared to 43.4% who shopped online in June. Source: Prosper Insights & Analytics.
    Read the full MarketingCharts article, here.
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Brand conversations are vital in the COVID age—which ones are making real connections?

Agility PR   by Richard Carufel | Jun 19, 2020 | Covid-19, Public Relations   Amid the chaos of the COVID pandemic, the resulting shelter orders and temporary store closings, it’s been easy for brands to slip off the radar—people just have more important things to worry about these days. So for brands to remain vital, they have to connect with their audiences emotionally, and make sure they’re sharing lots of content. New research from social intelligence firm Engagement Labs reveals which brands have been able to make those connections, both online and off.   As consumer priorities and interests have shifted, entertainment, and particularly streaming services, are among brands benefiting the most, consistent with the company’s earlier reports. Their latest TotalSocial rankings—based on a combination of metrics including how much conversation brands earn, how positive, whether consumers are sharing brand content, and how well the brand is connecting with the most influential consumers—examine brand conversations in March-May (the “Covid quarter”). The top brand for offline conversation is Disney+, which zoomed from last place to first since before its November 2019 launch. HGTV also rose remarkably, from 300th to 9th in 12 months, reflecting much more time for watching television, and interest in home improvement among people stuck at home. Indeed, HGTV is the only brand to appear in both the online and offline TotalSocial Top Ten, having risen from 23rd to 6th online. In online conversations, the Food Network moved up to first place, thanks to increased interest in home cooking during the pandemic, as reflected in more positive conversations about the brand online. Media and entertainment brands perform particularly well online, capturing eight of the top ten positions, with big gains for HGTV, Spotify, and the NFL. Notably absent from the Top Ten lists vs. a year ago are Trivago, Audi, and USAA offline, and Disney World online. Declining interest in travel and automobiles during the pandemic explain these declines.     Read the full Agility PR Bulldog Reporter article, here.
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Disney+ surges from last to 1st place in ‘most beloved brands’ this spring

Marketing Dive  

AUTHOR: Dianna Christie  PUBLISHED: June 15, 2020

Dive Brief:

  • Disney+ is the most loved brand in offline consumer conversations, followed by Amazon/Prime, according to Engagement Labs’ TotalSocial study shared with Marketing Dive. The new streaming platform jumped from last place to first — up 410 spots — since 2019, now ahead of the other 600 brands on the list that was measured from March to May.
  • Food Network was the most loved brand in online conversations, followed by Apple and Spotify. The NFL, HGTV and Netflix also ranked on the list as entertainment and media streaming services were among the most popular brands on the list this year. HGTV was the only brand to rank on both the online and offline leaderboards, rising from No. 23 to No. 6 in online conversations.
  • Personal hygiene brands and online drugstores and grocers also benefited from the pandemic as consumers focused on staying clean. Nivea jumped from No. 159 to No. 3 on the offline list and Colgate increased from No. 43 to No. 6. Online grocers Publix and H-E-B made the top 10 as consumers stocked up on pantry staples, per Engagement Labs.

Dive Insight:

The researcher’s latest ranking highlights how consumers’ favorite brands shifted during the early days of coronavirus-related lockdowns to focus on media and entertainment brands, grocery stores and personal hygiene products. The data suggests that people spent their time at home entertaining themselves with content. Netflix, HGTV, Spotify, and the NFL — surprising, given that most sports games were canceled during this time — were all among brands that benefited from this growth. Food Network saw improvements in rankings thanks to two lockdown trends around higher levels of entertainment viewing combined with the spike in home cooking as restaurants were limited to takeout and delivery offerings.       Read the full Marketing Dive article, here.
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Disney+ Is a Leading Brand for ‘Offline Conversation’ (And No, Not Just Because of Baby Yoda)

Yahoo! News   by: Stephen Silver … Engagement Labs’ The TotalSocial rankings are based, the firm said, on “a combination of metrics including how much conversation brands earn, how positive, whether consumers are sharing brand content, and how well the brand is connecting with the most influential consumers.” “I can’t think of another brand that literally went from zero to number-one so fast,” Engagement Labs CEO Ed Keller said of Disney+. “The combination of a great brand, a successful holiday season release, and then a pandemic keeping people at home has provided the perfect storm for Disney+ plus to succeed in the streaming marketplace. It’s also notable that while the social media conversation curve quickly flattened for Disney+, the offline curve has plateaued at 40 million conversations per week.” Another survey earlier this week, from the American Customer Satisfaction Index (ACSI), found that Disney+ had the largest satisfaction score of the major streaming services, with 80, placing it ahead of Netflix (78), Hulu (77) and Amazon Prime (76.) Disney+ will debut the movie version of Hamilton the week of July 4. The service will premiere “Artemis Fowl,” the adaptation of a popular book, on Friday. The movie, which was originally set for theatrical release, has gotten negative early reviews.     Read the full Yahoo News article, here.
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Disney+ Is a Leading Brand for ‘Offline Conversation’ (And No, Not Just Because of Baby Yoda)

The National Interest   by: Stephen Silver Disney+, since its launch in November, has been a huge success, earning fifty million subscribers as of Disney’s last earnings release in early April. And people aren’t only watching Disney+—they’re talking about it. According to a report issued this week by Engagement Labs, over the course of the March-May period- which the firm calls “The COVID quarter”- Disney+ was the top brand for offline conversation. Amazon/Prime was second, Nivea third, Netflix fourth and Adidas fifth. They were followed by Colgate, Chick-fil-A, Dove Men+Care, HGTV and Samsung. Disney+, Engagement Labs said, beat out Netflix and Amazon thanks to “the high share of people talking about the brand being socially-connected influencers.” Of brands for online discussion, Food Network was first, followed by Apple, Spotify, the NFL, and WWE. HGTV and Netflix also made the top ten on the online side, as did HGTV, Netflix, the pharmacy H-E-B, Twitter, and Publix. Engagement Labs’ TheTotalSocial rankings are based, the firm said, on “a combination of metrics including how much conversation brands earn, how positive, whether consumers are sharing brand content, and how well the brand is connecting with the most influential consumers.” “I can’t think of another brand that literally went from zero to number-one so fast,” Engagement Labs CEO Ed Keller said of Disney+. “The combination of a great brand, a successful holiday season release, and then a pandemic keeping people at home has provided the perfect storm for Disney+ plus to succeed in the streaming marketplace. It’s also notable that while the social media conversation curve quickly flattened for Disney+, the offline curve has plateaued at 40 million conversations per week.”     Read the full The National Interest article, here.
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Disney+ Surges from Last to First in Offline Conversation Amid Pandemic

MarTech Series  

Nivea and Colgate, Also Gain Offline; H-E-B and Publix Gain in Social Media; HGTV Gains Online and Offline

The impact of the 2020 pandemic is being strongly felt in online and offline consumer conversations as consumer priorities and interests have shifted. Entertainment, and particularly streaming services, are among brands benefiting the most, consistent with earlier reports from Engagement Labs. The TotalSocial rankings are based on a combination of metrics including how much conversation brands earn, how positive, whether consumers are sharing brand content, and how well the brand is connecting with the most influential consumers. The top brand for offline conversation in March – May (the “Covid quarter”) is Disney+, which zoomed from last place to first since before its November 2019 launch. HGTV also rose remarkably, from 300th to 9th in 12 months, reflecting much more time for watching television, and interest in home improvement among people stuck at home. Indeed, HGTV is the only brand to appear in both the online and offline TotalSocial Top Ten, having risen from 23rd to 6th online. In online conversations, the Food Network moved up to first place, thanks to increased interest in home cooking during the pandemic, as reflected in more positive conversations about the brand online. Media and entertainment brands perform particularly well online, capturing eight of the top ten positions, with big gains for HGTV, Spotify, and the NFL.       Read the full MarTech Series article, here.
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