UK media consumption has continued to rise in the last two weeks, with huge gains across live TV, video, social media, and video streaming, according to the latest Havas Media Group COVID-19 Media Behaviours Report. The third iteration of Havas Media Group’s COVID-19 Media Behaviours Report, a research study into consumer behavior and media consumption based on a survey of 1,487 UK respondents, shows that 64% of people claim to be watching more live TV than they did prior to the coronavirus outbreak (a net increase of 15% versus the first set of findings two weeks ago).

1. Covid–19
Media Consumption Report
2nd April 2020

2. The insights are structured around 3 areas:
1. A view on what has actually happened based on
verified data
2. A view on what we believe to be happening
3. A view on future trends based on other markets
_2
This report looks at the impact of Covid 19 on
media consumption in the UK

3. _3
Key points to bear in mind about this presentation
Havas Media Group UK
The purpose of this deck is to understand changes to media consumption at a total level
As at 2/4 there are gaps in data due to:
This presentation should be looked at alongside any data from client campaigns that you are looking at
Media owners working
on their POV before
anything is shared
Reporting lags What media owners
report against
(total vs campaign)

4. Executive summary
_4
A view on future trends based on other marketsA view on what has actually happened based
on verified data
We now have consolidated TV viewing data for w/c 16th
March – which continues to show high increases as +31%
WOW for some hours.
Average number of daily minutes viewed on TV is increasing
across all major audiences.
A view on what we believe to be happening
OOH patterns showing declines as expected across the
board, in line with closures of schools and increased working
from home.
Digital radio is continuing to see gains this week and media
owners are seeing increases in podcast demand too.
Twitter conversations are not focused on CV alone.
Comscore data showing high messaging app usage in UK for
w/c 16 March.
In Italy, TV figures appear to have found a “new normal” in
lockdown, holding their increases week to week and
retaining light viewers.

5. A view on what is actually
happening based on
verified data

6. It’s clear that media consumption behaviours are changing fast. The level of verified data and the delay in obtaining it varies by channel. In some instances
media owners do not share total audiences*, opting for relative growth / decline and/or we are reliant on their figures (* not to be confused with individual
campaign reporting!)
Audience measurement varies by channel
_6
Channel Who Verifies Frequency Headline Reporting Metrics Lag March DataAvailable
TV BARB Daily Consolidated viewing – live + catchup 8 days Now
B-VOD Broadcasters Monthly for total Viewing 1 month April
Cinema FAME Weekly Admissions Weekly for film packs Now (although cinemas closed)
Publishing
ABC
PAMCO
Monthly
Quarterly
Circulation
Readership
Month
Quarter
ABC April
PAMCO June
Radio RAJAR Quarterly Listening by week 2 months May
Digital Audio Broadcasters, Comscore Ad-hoc, c. monthly Trends not actuals 1 month April
OOH ROUTE Quarterly Impacts by 3 months
March rolled into Q1 released
Q3
Paid Search Google + other providers Almost real-time Search volume Almost real-time Now
Social Comscore Monthly Monthly unique visitors 1 month April
Other digital
Publishers,
Comscore
Monthly Monthly unique visitors 1 month April

7. _7
TV- We have used w/c 2nd March as a base, there are large
shifts across certain dayparts versus w/c 16th
0
5,000
10,000
15,000
20,000
25,000
Total TV
Series1 Series2
Hours
w/c 2 Mar w/c 16 Mar
+31%
1300-
1359
+27%
1700-
1759
Biggest shifts are at
1300-1359 and 1700-
1759 driven by news.
Source: BARB

8. _8
BBC viewing is seeing a surge in early evening news viewers
Hours
A massive 181% jump
in viewers at 5pm on
BBC, driven by Boris’s
daily press briefing
Source: BARB
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Average bbc w.c. 16 Mar
+181%
1700-1759
+57%
1800-1859
BBC only

9. _9
Most commercial dayparts seeing strong increases in impacts,
with the exception of early peak
Daypart
The exception is
early peak – due
to the migration of
viewing away
from commercial
TV to the BBC for
the daily press
briefing at 5pm
and the 6 o’clock
news
Source: BARB
Commercial only
0 1000000 2000000 3000000 4000000 5000000 6000000
8 NIGHTTIME
7 POSTPEAK
6 LATEPEAK
5 EARLYPEAK
4 PREPEAK
3 DAYTIME
2 COFFEE
1 BREAKFAST
wc 16 mar wc 2 march
+12%
late peak
+27%
daytime

10. _10
The average number of daily minutes viewed is increasing
amongst all audiences
Minutes
Source: BARB
Average daily minutes by audience
0
50
100
150
200
250
300
350
400
450
Children 16-24 Adults A16-34 35-54 Adults Individuals Adults A65+
Average w.c. 16 Mar
+25% +15%
+18%
+18% +15%
+15%
+12%

11. A view on what we believe to
be happening

12. A number of reports are circulating from:
• Havas specialist teams
• Media owners
• Industry bodies
• Research companies
These will be saved centrally and a link will be shared shortly
The headlines will be added to this section
Distilling the best of
what’s being circulated
_12 Havas Media Group UK

13. We have new data to share from our OOH partners Talon
who have supplied us with data from their Ada Platform.
Ada receives billions of anonymised location data
observations every week which feed into Ada’s algorithms.
These algorithms turn raw data into insights about
people’s journeys, visits and exposure to OOH frames so
that on a weekly basis, they can identify the % change in
roadside traffic, footfall to points of interest and public
transport usage versus an average period*.
Out of Home
_13 Source: Ada Explore - Data Driven Analysis of UK Population Movements During COVID-19 (06/01/20-22/03/20 *An average baseline period is defined as “normal” weeks during 2019 and 2020

14. This decline was observed more
sharply in London where roadside
traffic was down -19% vs the baseline
period whereas across the rest of the
UK it was down by just -2%.
Throughout the analysis, we see that
audience behaviour in London declines
below the baseline average quicker
than the rest of the UK.
Roadside was up 21% in first half of March
but fell below average after the 16th
_14
PM
encourages
lockdown
23 March
Risk levels
raised to
high
12 March
Schools
closed
18 March
The next data entry for the week of the 23rd of
March, when enforced restrictions were put in
place, is when we expect to see more significant
declines in visit and journey behaviour.
Source: Ada Explore - Data Driven Analysis of UK Population Movements During COVID-19 (06/01/20-22/03/20) *An average baseline period is defined as “normal” weeks during 2019 and 2020.

15. The first places to see a sharp decline in
visits during the week of the 2nd March
were the London Underground and
National Rail Network by -11% and -2%
respectively vs the baseline period.
However, during the second week, there
was a 19% increase in rail usage by
people travelling to offices to collect
working from home equipment and
completing any necessary final journeys.
Underground and rail decline sharply
after “Working from Home” encouraged
_15
First UK
case
29 Jan
Schools
closed
18 March
Source: Ada Explore - Data Driven Analysis of UK Population Movements During COVID-19 (06/01/20-22/03/20) *An average baseline period is defined as “normal” weeks during 2019 and 2020.

16. Whilst overall visits to key points of
interest (e.g. theatres and museums)
begin to decline from the 2nd of March,
Malls and Supermarkets retained above
average footfall throughout the first 2
weeks of March.
Footfall decreased in the second week
of March for Supermarket chains but
remained above average, there was a
more significant impact on footfall to
convenience stores.
Fluctuations in POI visits during mid-
February was due to half term.
Supermarket Chains and Convenience saw
footfall decrease in the back half of March
_16
Schools
closed
18 March
Source: Ada Explore - Data Driven Analysis of UK Population Movements During COVID-19 (06/01/20-22/03/20) *An average baseline period is defined as “normal” weeks during 2019 and 2020.
Half term

17. _17
Digital across Europe
Compared with late
December 19 visits to
General News
websites or mobile
apps in the week of 16
March. Went up by
68% in France, 57% in
Germany, 125% in
Italy, 87% in Spain,
and 51% in the UK.
Visits sits to Instant
Messaging sites/ apps
on week of March 16-
22, 2020 went up by
70% in France, 30% in
Germany, 90% in Italy,
97% in Spain, and
49% in the UK, versus
late December 19.
Health information
site/apps visits during
week of March 16-22,
2020 went up by 16%
in France, 199% in
Germany, 56% in Italy,
83% in Spain, and 66%
in the UK. (Germany
issued strict social
distancing measures
on March 22nd).
Visits sits to Social
Networking websites
or mobile apps in the
week of March 16-22,
2020 went up by 12%
in France, 31% in Italy,
48% in Spain, and
12% in the UK. It
remained flat in
Germany.
Source: https://www.comscore.com/Insights/Blog/Coronavirus-pandemic-and-online-behavioural-shifts-March-30-update
The impact of various social distancing and lockdown measures across Europe is leading to shifts in
digital behaviours across country. Germans seem to be looking for more information as their restrictions
increase, and in Spain and Italy on the strictest lockdowns, Social Media and Instant Messaging is
unsurprisingly higher than other countries.

18. _18
Social
Coronavirus is a hot topic as expected on Twitter
but 86% of tweets collectively are about other topics
(1 March - 22 March)
.
17M
UK Tweets
explicitly about coronavirus/
COVID19 in March
(750k+ per day)
14%
of Tweets in the
UK are explicitly about
coronavirus/ COVID-19
Source:
Twitter Internal. Retrieved March 23. Period of data 1 March - 22 March. UK users only.
Twitter Insiders, UK only, March 19th 2020. n=540
https://www.theverge.com/2020/4/1/21202580/facebook-community-help-coronavirus-covid-19-request-offer-help-neighbors
Tik Tok have made the news this week with celebs
like Jack Black using self isolation as an opportunity
to entertain with is “Quarantine Dance”.
Doctors and Nurses in the UK and US have also
been using the platform to cut through to younger
audiences on the importance of social distancing
and hand washing.
Facebook are also
reporting huge increases in
their “Live” function, up to
50% uplift in some markets.
Facebook has expanded its
communities feature to allow
people to help those that need
assistance during the pandemic.
8.7%
7.7%
3.6%
9.9%
3.5%
6.0%
3.6%
13.9%
Coronavirusgaming sports newspoliticsmusichobbiesentertainment

19. Interesting data from Bauer shows the increases in mid week listening. They are seeing an increase
of 14% streaming reach on weekdays and 3% streaming reach increases over the weekend. It’s
worth noting that consumption of radio via digital platforms made up 74% of all Bauer listening in
the last RAJAR.
Audio
_19

20. _20
Podcasts
Increased Podcast Listenership
125,000
Bauer Podcast
Reach
Saturdays
seeing a peak in
Bauer data
+215%
Cash Register
podcast week on
week
328,000
Bauer Podcast
Reach
Bauer are seeing podcasts are peaking at the
weekend, with people seeking more indoor
and social distancing entertainment
Spotify have also seen an increase in news podcast interest and have
responded by creating a Coronavirus hub
Sources:
1.Global listenership data from Audience One platform as of (Data analysed for this calendar year to 8th March for a pre-metric & 9th-17th March for the post-metric)
2. Bauer Audiometrix / Looker (23-29 march 20)
3. https://newsroom.spotify.com/2020-03-30/how-social-distancing-has-shifted-spotify-streaming/

21. _21
Other channels
Paid Search
Google haven’t published any data about overall usage but
we anticipate something in April
Campaign specific data is available – business as (un)usual
Cinema
As widely reported, cinemas are closed for business until
further notice
OOH

22. A view on future trends
based on other markets

23. An additional week of data confirms that Italian TV
audiences have stabilised at a new normal from 16th
March, a week after lockdown
_23 Havas Media Group UK

24. _24
News website consumption is showing a similar
stabilisation of audience, after growing 105%

25. Executive summary
_25
A view on future trends based on other marketsA view on what has actually happened based
on verified data
We now have consolidated TV viewing data for w/c 16th
March – which continues to show high increases as +31%
WOW for some hours.
Average number of daily minutes viewed on TV is increasing
across all major audiences.
A view on what we believe to be happening
OOH patterns showing declines as expected across the
board, in line with closures of schools and increased working
from home.
Digital radio is continuing to see gains this week and media
owners are seeing increases in podcast demand too.
Twitter conversations are not focused on CV alone.
Comscore data showing high messaging app usage in UK for
w/c 16 March.
In Italy, TV figures appear to have found a “new normal” in
lockdown, holding their increases week to week and
retaining light viewers.

26. Thank you