A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
Industry analytics group finds the virus pandemic is increasing demand for both news programs to stay abreast of fast-moving situation and to switch off with catch-up TV
The Covid-19 crisis has led to a steady rise in TV and catch-up viewing each week in March, according to the latest figures from ThinkTV.
The industry body for commercial broadcasters said everything has changed because of the pandemic, heralding a ‘new normal’ in TV viewing that the industry is yet to fully comprehend.
"As marketers continue to navigate the constantly evolving situation, we would encourage them to consider carefully how they cut and reallocate media spend with a focus on channels," said ThinkTV CEO, Kim Portrate.
The numbers show TV viewing across all viewer segments is up 13 per cent across the day and catch-up TV (BVOD) is up 12.5 per cent in the last week of March when compared to the previous week. Commenting on the uncharted territory of a modern-day pandemic in the era of widespread access to catch-up TV, Portrate said "BVOD viewership is at the highest it has ever been".
ThinkTV said the last week of March saw large numbers of Australians shift to working from home and its data indicates viewers are keeping a close eye on the TV for the latest news and advice from government. It also found people are turning to catch-up TV in greater numbers for some light reality, drama and comedy relief to escape the news reality.
ThinkTV data shows for primetime TV, total people grew 9 per cent week on week, the 6pm news bulletins increased 17.4 per cent in a week and news programming accounts for all of the top 10 programs. Average daily reach of prime time TV in metro markets increased from 7.9 million to 8.4 million across the same period.
Portrate counselled marketers to think strategically during this unprecedented, disruptive event because the ThinkTV CEO says they are always best served by media channels "that have the power to reach and engage audiences while also amplifying other channels".
"And consider the words of Peter Field who says 'now is not the time to go dark'," she added
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...
Ryota Miyagi
Why the art of human-centred design has become a vital CX tool
Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...
Cecille Pabon
Report: Covid effect sees digital events on the rise long-term
Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family
Sanwataram
Predictions: 14 digital marketing predictions for 2021
Nice!https://www.live-radio-onli...
OmiljeniRadio RadioStanice Uzi
Google+ and Blogger cozy up with new comment system
Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...
Ryota Miyagi
Why customer trust is more vital to brand survival than it's ever been