Three-quarters of consumers want coronavirus-related advertising

Charlie Spargo's picture

75% of British consumers think that the coronavirus pandemic should be acknowledged by brands in their advertising campaigns, according to a recent report.

The research was conducted by video advertising software company FreeWheel and market research provider Happydemics, and found that the majority think that companies should be taking the current situation into account regardless.

Only 25% of respondents said COVID-19 should not be referenced in companies' advertising.

The companies surveyed 1,141 respondents with the results adjusted for age and gender. They looked at media consumption and consumer perceptions of advertising during lockdown, finding that the majority of people (58%) saying they want to see ads that make them laugh.

In total, 75% of people wanted to see relevant coronavirus advertising, with 15% agreeing it should be included for reasons of prevention, while 25% said it should be referenced if the advertiser is some way involved in the addressing of the issue.

Another conclusion the report drew was that 68% of UK adults are consuming more media content than prior to the lockdown, with 35% of those consuming much more.

What's more, it seems people's attention to advertising is not taking a hit due to the crisis - 54% of respondents agreeing they are paying more or as much attention as they did before lockdown.

Virginie Dremeaux, Executive Director of Product and Sales Marketing International at FreeWheel, said: “The unprecedented situation arising from the COVID-19 outbreak is compelling brands to rethink their advertising and communication strategies. This study is designed to support advertisers and answer some of their pressing questions around the habits, preferences and expectations of UK consumers at this challenging time.

"We hope the resulting insight will help brands make informed choices around ad messaging, tone and delivery channels.”