As the country emerges from over a month of restricted living, questions now arise around how and when consumers’ lives will return to normal in the near future. Faced with uncertainty about the future, advertisers and marketers have exercised caution and are closely scrutinising their spend and activities to ensure their people and businesses remain viable once life returns to normal.
In addition to major government campaign initiatives, Nielsen’s Ad Intel data showed that numerous category sectors increased advertising spend across April 2020 compared with the same time last year. Key messaging around COVID-19 and promotion of product offering adjustments in relation to the pandemic were frequently present.
TOP CATEGORIES FOR HIGHEST % GROWTH IN SPEND YEAR-OVER-YEAR
Nielsen Ad Intel Percentage Variance April 2020 vs April 2019
In addition, when we look into the top 10 categories for COVID-related ads by ad count, automotive led the way. Keeping potential auto shoppers engaged at the right time is important, especially as companies are reopening their offices and people are faced with the dilemma of taking public transport, or possibly purchasing a new car.
TOP 10 CATEGORIES FOR COVID-RELATED ADS BY AD COUNT
Excluding Social Affairs & Government
Source: Nielsen Ad Intel Portfolio
To learn more about the data behind this article and what Nielsen has to offer, visit https://www.nielsen.com/us/en/.
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