In light of the Coronavirus pandemic, Kantar and its data partner CSM have completed their first analysis of how the media environment is rapidly changing.
Staying at home changes viewing behaviours
In order to slow spreading of coronavirus, many of us are now in one form of lock down or another - if not quarantined or hospitalized. The world over we are obliged to practice social distancing by working and staying at home.
Shifts in viewing behaviours can now be seen, and it is impacting advertisers.
Kantar and their partner CSM have used data from Kantar’s currency audience measurement and advertising intelligence services to identify 5 short-term shifts in viewing behaviours across multiple markets - and to set out the implications for advertisers.
Rapid changes to media environment
Please see 5 ways coronavirus is changing our viewing habits for complete text.
1. People are watching more TV during the crisis, particularly during weekdays.
"We are seeing higher TV viewing levels due to greater availability to view as people practice social distancing and self-isolation.&quo