Media consumers turn towards media brands and live TV

Charlie Spargo's picture
by Charlie Spargo

In response to the coronavirus, UK consumers are moving towards the consumption of trusted, traditional media and live television, according to Havas Media Group.

Havas's 'Covid-19 Media Behaviours Report', which was based on a survey of 1,478 respondents, demonstrates the BBC as becoming the most trusted source of news throughout the pandemic so far. 64% of respondents said it was a 'factually correct source of information about Covid-19'.

It dwarfed the next most trusted news sources in regards to the outbreak, which were Sky News (29%) and The Guardian (15%).

Havas surveyed the group, which represented people from a range of ages, genders and regions, over the course of a 24-hour period from March 17th to the 18th. Overall, media consumption has increased in response to the crisis, with all channels seeing increased traffic, except, naturally, OOH and cinema.

Notably, social media, streaming, VOD and newspapers have seen the biggest rise in uptake out of all media offerings. 49% are watching more live TV because of the virus; 40% are spending time on social media more; and 39% have increased use of streaming platforms.

Print media is seeing something of a resurgence at this time, with 32% saying they're reading newspapers more often, physical or digital. This remains true even among the younger age group - 29% of 18 to 24-year-olds and 31% of 25 to 34-year-olds said they'd been increasing consumption of newspapers.

Havas will be repeating this study every two weeks, to create a more detailed picture of people's media consumption at this challenging time.

Eva Grimmett, Chief Strategy Officer, Havas Media Group, said: “This study really highlights the role that trusted, meaningful media play in times of crisis. While most channels have seen an increase in consumption in response to Covid-19, our research reveals a much greater reliance on live TV and a need for trusted news brands such as the BBC. We’re looking forward to seeing how this behaviour develops as the situation evolves in the coming weeks.”