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Media consumption changes in COVID Quarantine

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The beginning of the quarantine in Ukraine and its consequences have influenced not only on the general consumer behavior but also on their media consumption. Havas Helia explores the state of the media market and presents a short overview for the first month of quarantine.

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Media consumption changes in COVID Quarantine

  1. 1. UA Media consumption in Quarantine
  2. 2. Havas Helia 2020 04 The beginning of the quarantine in Ukraine and its consequences have influenced not only on the general consumer behavior but also on their media consumption. Havas Helia explores the state of the media market and presents a short overview for the first month of quarantine. These are not comprehensive and the last studies. We have collected data from various sources and continue to monitor the situation collecting opinions and data. If you are ready to join our report as an expert or add your own data for analysis – please feel free to contact us Yuliya Buchak, Managing Director Havas Helia.
  3. 3. 800 900 1000 1100 1200 1300 1400 1500 1600 1700 1800 01.01 03.01 05.01 07.01 09.01 11.01 13.01 15.01 17.01 19.01 21.01 23.01 25.01 27.01 29.01 31.01 02.02 04.02 06.02 08.02 10.02 12.02 14.02 16.02 18.02 20.02 22.02 24.02 26.02 28.02 01.03 03.03 05.03 07.03 09.03 11.03 13.03 15.03 17.03 19.03 21.03 23.03 25.03 27.03 29.03 31.03 02.04 04.04 06.04 08.04 10.04 12.04 ThousandsPeople TV rating TV viewing is increasing during the quarantine period Source: Nielsen Ukraine, 2020, TA: 18-54.50K+ quarantine period 2019 2020 In average TV rating is growing by +14%, average time viewing by +21% 2% 0% 0% -2% 3% 5% 4% 1% 1% -4% 8% 18% 23% 22% 20% -10% -5% 0% 5% 10% 15% 20% 25% 00:00:00 01:12:00 02:24:00 03:36:00 04:48:00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 2020vs2019 ATV Weeks Average time viewing 2019 2020 2020 vs 2019
  4. 4. 0 5 10 15 20 25 30 35 40 Tvr% Audience TV rating. Weekday 2019 2020 Audience TV activity is growing up in working hours and in weekend daytime: People stay at home Source: Nielsen Ukraine, 2020 (12-15 weeks) vs 2019 (12-15 weeks). TA: 18-54.50K+ working hours +4.5% 0 5 10 15 20 25 30 35 40 Tvr% Audience TV rating. Weekend 2019 2020
  5. 5. Contribution to TV viewing of geography 200K+ is growing Source: Nielsen Ukraine, 2020 (12-15 weeks) vs 2019 (12-15 weeks) 6% 6% 5% 5% 8% 8% 14% 15% 16% 16% 18% 18% 20% 20% 13% 12% 2019 2020 Age distribution, Adh% 4-11 11-20 21-30 31-40 41-50 51-60 61-70 71-100 36% 35% 22% 21% 6% 6% 3% 3% 13% 14% 5% 5% 15% 16% 2019 2020 Geography distribution, Adh% Rural 50 K- 50 - 100 K 100 - 200 K 200 - 500 K 500 - 1 M 1 M+ +5.1 +3.1 +2.1 +4.6 +2.8 +4.4 +2.5 +3.4 +3 +3.5 +3.5 +3.2 +0.7 +0.8 +4.8 +1.2 +3.1 +2.1 +7 +5.2+3.7 +4.3 +0.7 Киев +7.8 Tvr% 2020 - Tvr% 2019
  6. 6. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1-Jan 3-Jan 5-Jan 7-Jan 9-Jan 11-Jan 13-Jan 15-Jan 17-Jan 19-Jan 21-Jan 23-Jan 25-Jan 27-Jan 29-Jan 31-Jan 2-Feb 4-Feb 6-Feb 8-Feb 10-Feb 12-Feb 14-Feb 16-Feb 18-Feb 20-Feb 22-Feb 24-Feb 26-Feb 28-Feb 1-Mar 3-Mar 5-Mar 7-Mar 9-Mar 11-Mar 13-Mar 15-Mar 17-Mar 19-Mar 21-Mar 23-Mar 25-Mar 27-Mar 29-Mar 31-Mar 2-Apr 4-Apr 6-Apr 8-Apr 10-Apr 12-Apr Daily Sold out 1+1 group Alliance Total TV Sold out is unstable: fluctuations without a definite trend Source: Nielsen Ukraine, 2020, 1-15 weeks Wo mass media and social advertising 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Weekly Sold out quarantine period quarantine period
  7. 7. TV activity doesn’t have significant changes Source: Nielsen Ukraine, 2020 vs 2019. TA: 18-54. 50K+. 1-15 weeks wo mass media and social advertising 0 10000 20000 30000 40000 50000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 TRP Weeks Direct activity 2019 2020 0 5000 10000 15000 20000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 TRP Weeks Sponsorship activity 2019 2020 quarantine period 1-11 weeks 12-15 weeks Direct +8% +8% 1-11 weeks 12-15 weeks Sponsorship -15% +3% 2020 vs 2019 (TRP) 2020 vs 2019 (TRP)
  8. 8. In the quarantine period pharma, hygiene and household chemicals increased TV activity more than 50% in compare with the same time of 2019 Source: Nielsen Ukraine, 2020 vs 2019. TA: 18-54. 50K+. 1-15 weeks wo mass media and social advertising. Direct advertising 15% -11% 30% -8% -1% 14% 39% 2% -4% -27% 10% 0 50000 100000 150000 200000 250000 pharma groceries confectionery trade soft drinks cosmetics hygiene connection household chemicals finance others TRP TOP-10 categories activity 2020 (1-15 weeks vs 2019 (1-15 weeks) 56% -22% 18% -27% -8% -31% 126% -48% 60% -58% 4% 0 10000 20000 30000 40000 50000 pharma groceries confectionery trade soft drinks cosmetics hygiene connection household chemicals finance others TRP TOP-10 categories activity 2020 (12-15 weeks) vs 2019 (12-15 weeks) These categories on the quarantine period
  9. 9. In general, categories save the position of the previous year; Brands of hygiene category have increased airtime Source: Nielsen Ukraine, 2020 vs 2019. TA: 18-54. 50K+. 1-15 weeks wo mass media and social advertising. Direct advertising pharma 20 groceries 20 confectionery 20 trade 20 soft drinks 20 cosmetics 20 hygiene 20 connection 20 household chemicals 20 finance 20 pharma 19 groceries 19 confectionery 19 trade 19 soft drinks 19 cosmetics 19 hygiene 19 connection 19 household chemicals 19 finance 19 50 100 150 200 250 300 350 6 7 8 9 10 11 12 Brand strategy. TOP 10 categories ANW AWW 2020: AWW – 201 TRP ANW – 9 2019: AWW – 190 TRP ANW - 8 ANW – average number week AWW – average weekly weight
  10. 10. But the number of active brands is reducing during the quarantine period Source: Nielsen Ukraine, 2020. TA: 18-54. 50K+. 1-15 weeks wo mass media and social advertising 189 226 215 213 183 221 232 228 205 198 194 191 173 155 163 100 120 140 160 180 200 220 240 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Numberofactivebrands Week Number of active brands* 2020 2019 Brands with more than 30 wTRP per week quarantine period
  11. 11. TOP-10 channels don’t have significant growing of shr%. The audience is looking for good content Source: Nielsen Ukraine, 2020, TA: 18-54.50K+ 0,00 2,00 4,00 6,00 8,00 10,00 12,00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Shr% Weeks Top channels ratings CHANNEL UKRAINE ICTV 1+1 NEW CHANNEL STB INTER 2+2 TET K1 NTN quarantine period Films, serials and entertainment programs generated the growth of STB share on the 14th week News t has been increasing share of Chanel Ukraine since 12 week
  12. 12. What does the audience watch on the quarantine period? Source: Nielsen Ukraine, 2020, TA: 18-54.50K+, all channels 0,00 0,10 0,20 0,30 0,40 0,50 0,60 0,70 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Rat% Weeks TV content ratings Films Entertaining News Social Educational Socio-political Music Children's Sport News programs have positive dynamic of TV ratings quarantine period
  13. 13. Digital is one more media with significant changes
  14. 14. 15,96 16,44 16,26 15,93 18,06 17,30 15,07 14,45 14,58 13,69 15,32 14,43 1,01 1,07 1,17 1,11 1,09 1,07 0 2 4 6 8 10 12 14 16 18 20 10 11 12 13 14 15 RealUsers,Mio Weeks Real users by devices. 2020 Phones PC Tablets Mobile is screen №1 in Real users rate; in quarantine PC average time spend is showing an upward trend Source: Gemius Audience. TA:14-69. 2020 (12-15 weeks) Average Time Spend per week 10 11 12 13 14 15 Phones 3:49:11 3:57:45 4:06:33 4:22:34 3:43:36 4:29:05 PC 3:30:37 3:47:56 4:16:16 4:43:20 4:45:06 5:28:30 Tablets 0:11:50 0:13:21 0:14:03 0:14:58 0:14:55 0:13:23 Average 5:14:02 5:35:30 6:00:21 6:26:27 6:09:32 7:08:29 quarantine period
  15. 15. 10 12 14 16 18 20 22 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 MioRealusers Weeks TOP-3 categories Services News E-commerce Social networks and News are in the TOP of time spending ratings Source: Gemius Audience. TA:14-69 Social networks: Facebook, Instagram, VK, Ok, Pinterest, Twitter, LinkedIn quarantine period Social Networks* Time spend increased by +15% News Time spend increased by +49% E-commers Time spend decreased by -5% Average 12-15 weeks vs 8-11 weeks
  16. 16. According to Gemius Audience, News sites showed the most significant growth of Real users Source: Gemius Audience. February 2020 vs March 2020. TA: 14-69 0% 4% 6% -4% 34% 4% -4% -7% 25% 50% 13% 6% 11% 6% 4% 54% -4% 10% 35% 33% 27% 14% 12% -4% 5% -20% -10% 0% 10% 20% 30% 40% 50% 60% 0 5 10 15 20 25 Growth.% MioRealusers TOP 25 sites Feb-20, % Mar-20, % Growth, %
  17. 17. CMeter also declared upward trend of news sites Source: Kantar, desktop + mobile, Internet users March 2020 vs February 2020 94% 74% 68% 56% 43% 41% 41% 40% 40% 33% 32% 31% 29% 24% 23% 23% 23% 20% 20% 19% 19% 19% 18% 18% 18%0% 1% 3% 2% 1% -1% 1% 1% -3% 11% 1% -2% 13% 10% 4% 6% 3% 8% 4% 6% 3% 4% 1% 1% 1% -4% -2% 0% 2% 4% 6% 8% 10% 12% 14% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Growth.% Cover.% TOP 25 sites Feb-20, % Mar-20, % Growth, %
  18. 18. You Tube is one more top-level channel for content consumption Source: Nielsen Ukraine, 2020 (12-15 weeks). TA: 14-69 Gemius Audience, 2020 (12-15 weeks). TA: 14-69 19,73 19,44 17,77 16,81 16,27 15,87 15,42 0 5 10 15 20 25 ICTV 1+1 YouTube INTER CHANNEL UKRAINE STB NEW CHANNEL MioUsers Audience of TOP channels vs YouTube
  19. 19. The redistribution of passenger traffic impacts on media consumption Source: Info Sapiens https://sapiens.com.ua/ua/publication-single-page?id=114 10% 41% 42% Job loss Stop going to work Don't stop going to work Total 9% 37% 47% Rural 12% 41% 46% 50K- 13% 47% 39% 50K-500K 6% 42% 38% 500K+ This audience significantly changes the usual schedule
  20. 20. In average OTS of OOH decrease by -30% in the quarantine period. The indicator varies depending on the city Source: TomTom 100% loss of passenger traffic ООН placements in transport, subway, airports have lost all viewers OTS = 0 The percentage of people who continue to go to work use available transport OTS = traffic*reduction factors 8:00 13:00 18:00 21:00 Kyiv -58% -39% -65% -14% Dnepr -32% -16% -30% -9% Kharkiv -35% -23% -30% -8% Odessa -50% -35% -56% -12% Traffic 08.04.2020 vs Average 2019 Traffic in Ukraine is decreasing from 25% to 55% depending in geography. There is 48% of inventory in these four cities In average in Ukraine OTS has reduces by -30%, -32%.
  21. 21. Radio: changing is possible, but not significant Source: Google trends, TAVR FB page TAVR declare absence of effect on radio listening in the quarantine period Online radio listening also doesn’t have changing Possibility radio listening decreasing by -2% due to less traffic 7% of people listens to radio only in the car or transport. Due to decreasing of traffic, rate of radio listening also can slightly reduce 0 10 20 30 40 50 60 70 80 90 100 15.01.2020 15.02.2020 15.03.2020 online radio
  22. 22. 0 1000 2000 3000 4000 5000 6000 2012 2013 2014 2015 2016 2017 2018 2019 2020 F MioUAH Media budget Non-tv media budget: OK, but not perfect Source: VRK crisis period Technical growth Crisis is not easy time for OOH advertising. -30% of advertising budget in compare with normal development Print haven’t had significant growth of budget since 2014. Also the quarantine period doesn't have huge influence on this media In 2014, Radio was able to maintain budget level of the previous year. With the blocking of public transport, many people use cars. And radio advertising budget will stay on the same level
  23. 23. Foreign experience can be useful Source: Global Web Index 0% 10% 20% 30% 40% 50% 60% Broadcast TV Physical press Radio Online press Music streaming None of these Online TV Lifestreams Book Podcasts Online video Video games US/UK: % who say they have started consuming or are consuming more of the following since the outbreak Gen Z Millennials Gen X Boomers Global Web Index found that over 80% of consumers in the U.S. and UK say they consume more content since the outbreak, with broadcast TV and online videos (YouTube, TikTok) being the primary mediums across all generations and genders • 87% of U.S. consumers and 80% of UK consumers say they're consuming more content – broadcast TV, online videos, and online TV streaming take the top spots overall for increased media consumption • 42% of boomers are consuming more broadcast TV compared to 24% of Gen Z. Just over 1 in 5 boomers are also spending more time on online TV, this peaks at 41% for millennials • Livestreams (30%) and podcasts (20%) are more popular among millennials than other generations.
  24. 24. Conclusions The audience gets used to quarantine TV Digital Non TV Many advertisers are redistributing their advertising budget. Sold out does not have clear dynamics. The number of active brands is decreasing on the quarantine period. TV viewing in working hours are growing up, but not significantly. Overall Internet penetration don’t have changes, but audience became to spend more time on the Internet, especially in social networks and news sites. Quarantine will have the greatest impact on the outdoor market. Basically, this is due to lower passenger volumes. Despite the reduction in the number of audiences who can contact from a message, the quality of contact will increase. Print and Radio will not have significant changes. Brands need to be active without being indifferent in the current situation and take social initiative

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