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COVID-19 // Italy POV Vol.12

Vol.12: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens.
The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

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COVID-19 // Italy POV Vol.12

  1. 1. 1 12th dossier – 5 June 2020 The end of the Lockdown: The beginning of «phase 3»
  2. 2. 2 Havas Media is conducting a continuative research to monitor the evolution of market trends SAMPLE AND METHODOLOGY • The new research was conducted on 402 cases 18+, a sample that represents Italian citizens • The research was conducted between 22-25 May M 51% F 49% ALLOCATION PER GENDER ALLOCATION PER AGE GROUP 2% 16% 31% 30% 15% 7% 18-24 25-34 35-44 45-54 55-64 65+ Havas Data Insight – Proprietary research North West: 21% North East: 36% Center: 19% South and isles: 24%
  3. 3. 3 Shops closing has stimulated online shopping, especially among the younger part of the population 80,8% 19,2% Yes No 89% 83% 81% 71% 18-34 35-44 45-54 55+ Yes No Did you shop online during the lockdown? Havas Data Insight – Proprietary research
  4. 4. 4 Beauty and personal care products: the most affected category 1,5 1,8 1,8 2,8 5,8 10,8 14,2 14,5 15,7 18,2 24,6 27,4 28,3 32,6 33,8 36,9 Travel Buying or renting real estate Car or other vehicle Bicycle or mobility equipment Buying or exchanging second-hans products Organic food Sport equipment Furniture Toys and videogames Personal service activities Household cleaning or gardening products Household products Food and everyday products Clothing and accessories (dress, shoes…) Tech product Beauty and personal care producrsWhat type of products did you buy during the lockdown? Havas Data Insight – Proprietary research
  5. 5. 5 E-tailers multi-category were preferred 68,8 39,1 17,2 20,3 17,2 9,4 73,8 35 18,4 16,5 19,4 4,9 66,7 32,3 19,8 12,5 11,5 8,3 69,4 37,1 12,9 17,7 11,3 4,8 69,8 35,4 17,5 16,3 15,1 6,8 0 10 20 30 40 50 60 70 80 Big e-tailer (amazon, e-price …) Company E-shops Specialised E-tailer (yoox, zalando…) Delivery and services apps (supermercato24, glovo, just eat…) Websites with timed offers (westwing, vente privee, secret escape, zalansoprivee…) Social networks 18-34 35-44 45-55 55+ Totale Which sites/apps did you used for online shopping during the lockdown? (% of respondents) Havas Data Insight – Proprietary research
  6. 6. 6 We are going back to «normality» but carefulness is still high 33,3 38,8 54,2 46,5 59,2 52,2 38,1 46,3 27,4 21,1 15,2 15,4 Happy hour Dinner our Day trip Shopping No intention of doing so Not done yet Done Now that the lockdown ended, what are your plans for the next few days? (% of respondents) Havas Data Insight – Proprietary research
  7. 7. 7 Online and local shopping and online news are here to stay 51,7 51,2 48,0 40,8 40,0 38,1 35,6 29,6 22,1 18,2 Shopping online Shopping in the neighbourhoods Online news Cooking DIY Movies and TV shows at home Videocalls with friends/relatives Sport at home (pilates, yoga) Buying magazines and newspapers Games and videogames What habits will you keep after the health emergency? (% of respondents) Havas Data Insight – Proprietary research
  8. 8. 8 Communication after the lockdown: talent and branded content During the lockdown, talents and influencers acquired a new role online. It’s likely this trend will be confirmed also after the lockdown: we interviewed Mattia Giovanardi, CEO at DOOM, to hear his impressions and suggestions.
  9. 9. 9 How has the role of talent changed during the lockdown and the transitions we are in? Until the lockdown, talents were considered as channels with a specific schedule/audience that brands could exploit for commercial reasons. The lockdown and the following phases, brought talent closer to important issues. At the same time, the commercial aspect was enriched with educational and social values like sustainability and following rules (e.g. respect social distance). Talents realized the role they play and that platforms can be used to support civic education. At the beginning of the emergency, Fedez and Chiara Ferragni launched a fundraiser that aimed to collect €200,000. Thanks to artists, athletes, entrepreneurs and all the digital audience they were able to collect €4,000,000. Their initiative created a «viral effect» and tons of similar actions were set up to support specific organisations or just to communicate the «rules» that needed to be followed to fight the virus reaching a target that is often difficult to intercept with other media.
  10. 10. 10 The fruition of digital platforms has changed too? Definitely: moving from a simple space where the talent could express his artistic and creativity to a means for brands and talents to convey meaningful messages. This has also helped the «relationship» between digital and the public making it warmer, direct and deeper
  11. 11. 11 Talents coming from the entertainment and sport world that experienced a stop of their normal live activities, can be translated in an easier accessibility also in terms of budget activation? From a brand point of view, the only thing that could turn into economy efficiency is sharing values: when brand and talents share the same opinion on a specific cause or issue and the talent can legitimately disclosed it, then yes a privileged agreement could exist; it will also result in a stronger endorsement and willingness of the talent. Synergy between artist/creator and brand generates a more fruitful collaboration. When starting this kind of partnership, it’s key to remember this aspect.
  12. 12. 12 There will be any differences in the processing and production of content during «phase 3»? Creators/talents have to follow the rules enforced too. This will make big productions more difficult to handle. Given the higher difficulties, it will be wise to exploit talent’s creativity expertise to find the best possible way to interpret the message to be shared using available methods, aiming for the highest quality. In addition to the strategic and consulting intermediation of agencies and media agencies, brands could make the most of talent’s creative skills opening a dialogue that aligns the entire content creation chain.
  13. 13. 13 Italy back on track: AdCity and Grandi Stazioni analysis • Thanks to Adcity, Havas intelligence platform, daily movements of people on the territory are being monitored: 10 areas in 5 major Italian cities • Mobility is increasing in all the monitored areas, from +4% to +8% vs previous week • Grandi Stazioni Retail analysis on movements observed at major Italian railway stations confirms the trend, with +7% compared to the previous week (growth distributed between workdays and Sundays)
  14. 14. 14 Visits in Southern Italian cities are getting closer to pre-lockdown 67 66 44 43 54 37 69 83 79 82 - 10 20 30 40 50 60 70 80 90 100 - 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 Torino Piazza San Carlo Torino Stazione Milano Piazza Duomo Milano Stazione Centrale Roma Colosseo Roma Termini Napoli Stazione Napoli Vittorio Emanuele Palermo Cattedrale di Palermo Palermo Stazione Last week vs. pre-lockdown average 2020 pre-lockdown average Week 25-31 May Idx. Last week vs. pre-lockdown average (=100) AdCity – Average Net daily Data, Sundays excluded
  15. 15. 15 Turin: average daily net contacts 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 1.800.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Torino zona Piazza San Carlo Torino zona Stazione PHASE 1 PHASE 2 +9.1% vs. previous week +82% vs. phase 1 AdCity – Average Net daily Data, Sundays excluded
  16. 16. 16 Milan: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Milano zona Piazza Duomo Milano zona Stazione Centrale +6.5% vs. previous week +108% vs. phase 1 PHASE 1 PHASE 2 AdCity – Average Net daily Data, Sundays excluded
  17. 17. 17 Rome: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Roma zona Colosseo Roma zona Termini +5.2% vs. previous week +73% vs. phase 1 PHASE 1 PHASE 2 AdCity – Average Net daily Data, Sundays excluded
  18. 18. 18 Naples: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Napoli zona Stazione Napoli zona Vittorio Emanuele +5.8% vs. previous week +63% vs. phase 1 PHASE 1 PHASE 2 AdCity – Average Net daily Data, Sundays excluded
  19. 19. 19 Palermo: average daily net contacts 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Palermo zona Cattedrale di Palermo Palermo zona Stazione +4.2% vs. previous week +56% vs. phase 1 PHASE 1 PHASE 2 AdCity – Average Net daily Data, Sundays excluded
  20. 20. 20 DATA of week 25-21/5 highlight an increase in visitors of 7,0% vs previous week The increase is up to +70,6% compared to lockdown period Footfall in Grandi Stazioni keeps increasing week after week NTW Analysis_Net people per single week. Time period 23/3-31/5 2020 +7,0% +70,6% Source: Grandi Stazioni Retail
  21. 21. 21 NTW Analysis_Net people per single day. Time period 23/3-31/5 2020 Increase during workdays and Sundays Net Workday: +7,9% 346.036 (10° week) vs 320.788 (9° week) Net Sundays: +4,4% 265.573 (10° week) vs 254.393 (9° week) Source: Grandi Stazioni Retail
  22. 22. 22 Update: TV audience closer seasonal numbers, especially for middle age and high CSE3.0 target 2020 vs 2019 week 24-30 May 0,0 5,0 10,0 15,0 20,0 25,0 9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag 10-mag 17-mag 24-mag 31-mag Milioni TV AUDIENCE PER AVERAGE MINUTE 2020 2019 +26,6% +23,2% +11,7% +7,5% +6,7% +6,6% +6,0% +5,7% +4,2% +3,8% +3,5% +2,9% KIDS 4-7 KIDS 8- 14 18-34 D 25-54 25-54 15-64 RA 25-54 U 25-54 Individui + Ospiti RA 15+ CSE3.0 MA+A Source: Havas Media elaboration of Auditel Data
  23. 23. 23 Takeout and opportunities • The lockdown period stimulated online purchases, especially at large multi- category operators: personal products, electronics and clothing were the most affected categories • We are slowly returning to normality and some habits are here to stay: online shopping, shopping in the neighborhoods and the fruition of online news • Talent and influencer were the leads of communication during the 100 days of the lockdown: there are new opportunities for the brands that want to activate a meaningful and valuable communication channel • Movements on the territory and at the stations keeps increasing: in Southern cities, outdoor traffic it’s getting closer to pre-Covid numbers

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Vol.12: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

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