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 sixth 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
11th June 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
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 what
has actually happened
based on verified data
A view on what we
believe to be happening
A view on future trends
based on other markets
• The most recent consolidated TV
data now includes w/c 25 May.
• TV Daytime hours are seeing huge
dips in hours viewed and impacts.
• No doubt the recent sunshine and
relaxing of lockdown rules has
meant people have opted to take
extra afternoon walks or spend time
in their gardens.
• 16-34s are now lower than early
march viewing levels.
• OOH continues to see footfall and
roadside behaviour edge back towards
the benchmark, especially outside of
London.
• Drive through cinemas will open from
the 15th of June.
• Digital radio data suggests that audio is
replacing TV in the afternoon, with big
gains from 12-2pm reported again.
• Misinformation on social continues to be
a burning issue.
• US comScore data points to green
shoots for the travel sector.
• Italy outdoor footfall is increasing
back to pre lock down levels in the
South.
• TV is returning to similar level to
2019 viewing.

5. • January 2020 COVID 19 spread to the UK.
• 11th March WHO declared the outbreak a pandemic.
• 12th March UK risk level raised from moderate to high and social distancing was advised, in conjunction with non-essential travel and working from home.
• 18th March UK closed schools/ universities/ colleges/ nurseries.
• 20th March restaurants/ pubs/ leisure centres/ gyms were ordered to close.
• 23rd March UK government announced further measures to halt the spread of the virus, enforceable by law.
• 16th April UK Government announced the lockdown period has been extended for another 3 weeks, in a bid to continue reducing the infection rate
• 11th May UK Government announced that lockdown measures were easing depending on the R rate. Current changes include unlimited exercising, driving to
exercise locations and workers being able to return to work if unable to work from home
• 1st June UK Government announce further measures to loosen lockdown. People are now able to meet up in groups of 6 and play non contact sport. Schools and
nurseries are opening for a phased return.
Timeline
Covid19 Timeline
_5
Source: https://talonoutdoor.com/ada

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

7. 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
_7
Channel Who Verifies Frequency Headline Reporting Metrics Lag March Data Available
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
ADA
Quarterly
Weekly
Impacts by
Traffic and Footfall
3 months
Weekly
March rolled into Q1 released
Q3
Yes
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

8. -30%
-20%
-10%
0%
10%
20%
30%
0
5,000
10,000
15,000
20,000
25,000
30,000
Total TV
2nd March 16th March 30th March
13th April 27th April 11th May
25th May % change since 2 Mar % change since last report
Hours
_8
Total hours are down 12% since the last report, with afternoon
hours seeing the biggest declines in w/c 25th May
Source: Techege, BARB data vs all individuals
1500-1559
Saw greatest decline since
the last report at
-23%
1200 – 1759 saw
an average
decrease of 20%
per hour since the
last report.
This peaked
between 1500-
1559 at -23% less
hours viewed in
the w/c 25th May
versus the w/c
13th.

9. -60%
-40%
-20%
0%
20%
40%
60%
80%
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
02-Mar 16-Mar 30-Mar
13-Apr 27-Apr 11-May
25-May % change since 2 Mar % change last report
Hours
_9
BBC hours saw the biggest dip between 1500-1559 at -34%
versus w/c 11th May
Source: Techege, BARB data vs all individuals
The press briefing at
1700- 1759 is still up
massively at +60%
since the 2nd of
March, but is down
10% since the last
report covering data
for w/c 11th May.
Please note: the
press briefing was at
the later time of
1900 on Monday the
25th as Dominic
Cummins interview
as at 15.30.
BBC only

10. _10
Both pre peak and daytime have seen dramatic declines
since the 11th of May, both at -23%
Daypart
Commercial impacts only
0 1000000 2000000 3000000 4000000 5000000 6000000
8 NIGHTTIME
7 POSTPEAK
6 LATEPEAK
5 EARLYPEAK
4 PREPEAK
3 DAYTIME
2 COFFEE
1 BREAKFAST
25-May 11-May 27-Apr 13-Apr-20 30-Mar 16-Mar 02-Mar
Source: Techege, BARB data vs all individuals
Night time and post peak dayparts
have held their impact levels from
report to report, presumably as
people return indoors in the evening
and catch up on TV.
Night time:
• +3% since 11 May
• + 22% since 2 Mar
Post peak:
• +1% since 11 May
• +19% since 2 Mar
The average decline across all other
dayparts was -17% since 11 May

11. -10%
-8%
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
0
50
100
150
200
250
300
350
400
450
Children 16-24 Adults A16-34 35-54 Adults Individuals Adults A65+
02-Mar 16-Mar 30-Mar 13-Apr
27-Apr 11-May 25-May % change vs 2 Mar
_11
16-34 adults are now at watching less per day versus w/c 2nd
March, likely down to the easing of lockdown and good weather
Minutes Average daily minutes by audience
Source: Techege, BARB data vs all individuals
Children are now the only
audience to maintain a higher
minutes levels than the 2nd Mar
report.
It will be interesting to track this
in the next report and to see if
the impact of some schools
returning has changed things
further.

12. A view on what we believe
to be happening

13. 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
_13

14. Outdoor
_14
Roadside traffic increased by +5% for w/c 25th May
Source: Ada Explore - Data Driven Analysis of UK Population Movements During COVID-19 (06/01/20- 22/05/20)
The last week of May witnessed a +5%
increase in traffic WoW. UK roadside
traffic is now -24% vs the baseline.
Roadside traffic across the UK,
excluding London, is now -14% vs the
baseline period whereas in London, it is
more pronounced -33% vs the baseline
period. Roadside traffic continues to
increase quicker outside of London
WoW as more consumers rely on cars
to carry out their essential shopping.
The more dramatic effect is felt in
London where essential excursions to
supermarkets and pharmacies are more
accessible on foot.
Total UK
+30%pp
since
13 Apr
Rest UK
+35%pp
since
13 Apr
London
+25%pp
since
13 Apr
wc 13 apr was lowest vs base

15. Outdoor
_15
Small Format exposure is now -37% down vs the
baseline
As footfall increases throughout May, small format exposure is steadily
increasing, with a +1% increase WoW. Small Format exposure is now -37% down
vs the baseline.
The South and South East saw largest WoW increases with an increase of +4%,
with exposure down -20% vs the baseline. The South West continues to be the
least effected region and as of the 31st May small format exposure is now above
the baseline at 4%. With a weekly increase of +3%,
Whilst London has been one of the most effected regions, small format exposure
is now at -41% vs the baseline remaining stable WoW.
Large format roadside OOH exposure as of the 31st of May is -30% vs the
baseline, remaining stable WoW.
The South and South East saw the largest WoW increase of +1% and is now
down -12% vs the baseline. The South West sees Large Format exposure down
to just -1% vs the baseline average.
London has experienced the largest decline in exposure vs the baseline average
of -38% and remains stable WoW.

16. Radio
_16
Radio streaming seeing gains between 12pm-
2pm later in the week
Bauer dayparts analysis show that Friday
to Sunday had big daytime gains from
1200- 1400.
This is the opposite pattern to TV
consumptions and presumably is down to
listeners turning off the telly, and opting
for radio as background company in the
garden or as they walk about.
Source: Audioetrix / Looker (18-24 May 2020) Note: before lockdown ave )2- 22 Mar, latest week – daily ave 25- 31 May)

17. Cinema
_17
The International Union of
Cinemas expects the majority
of films delayed by
coronavirus will be
rescheduled for cinema
release in the near future
Source: https://www.bbc.co.uk/news/entertainment-arts-52968285
https://www.itv.com/news/2020-06-10/what-will-the-new-normal-be-for-uk-cinema-theatres/
https://www.standard.co.uk/go/london/film/drive-in-cinemas-open-uk-june-15-a4464591.html
Despite the success of The Trolls launch during
lockdown, it is expected that most films on delay will
be released as planned in the coming months.
Theatre across Europe are exploring different safety
techniques as lockdown loosens.
In the UK, drive through cinemas will open from the
15th of June, giving audiences taste of the big screen
from the safety of their cars.

18. Digital
_18
ComScore site visits show the Brits are getting ready
for summer visiting outdoor and sports sites
Weekly data show an increase in visits to online apparel retail sites in
nearly all EU5 countries in the period from April 27, 2020 to May 31, 2020.
The highest increase was seen in France with a 32% increase in the week
of May 25-31, 2020 compared with the week of Apr 27-May 3, 2020.
Germany was the only country in the group which had a decrease in visits
to these sites, with 13% fewer visitors.
Visits to the Sports/Outdoor retail category increased in all EU5 countries,
bar Germany. The pattern observed in Germany reflects the same pattern
observed in the Apparel category. The reasons for this are unclear.
Germany was among the first EU5 country to gradually lift restrictions,
perhaps providing less of an incentive to shop online
Source: https://www.comscore.com/Insights/Blog/COVID-19-and-European-retail-how-consumers-are-getting-ready-for-the-summer

19. Social
_19
Attempts to control fake news on social platforms continue
Source:
https://www.theguardian.com/technology/2020/jun/11/twitter-aims-to-limit-people-sharing-articles-they-have-not-read,
https://uk.reuters.com/article/uk-health-health-coronavirus-eu-disinfor/facebook-twitter-google-to-report-monthly-on-fake-news-fight-eu-says-idUKKBN23H1F8
Twitter trying to promote informed
discussion
Facebook, Twitter, Google to report
monthly on fake news fight, EU says
Senior EU officials have called for Google, Facebook and
Twitter to provide a monthly showing their progress on
stopping the spread of misinformation on their platforms.
The problem of users sharing links without reading them
is not new. A 2016 study from computer scientists at
Columbia University and Microsoft found that 59% of links
posted on Twitter are never clicked.

20. Otherchannels
_20
Other channels
• Interesting visualisation of the Covid Crisis
using search data here:
• https://searchingcovid19.com/
• Campaign specific data is available –
business as (un)usual
Paid Search
Media owner intel suggests little change in the
past few weeks, with digital sites doing well
year on year, and print editions down over the
pandemic.
Publishing

21. A view on future trends
based on other markets

22. Digital
_22
Signs of Recovery in Travel Industry from US data
Source: https://www.comscore.com/Insights/Press-Releases/2020/6/Comscore-Sees-Signs-of-Recovery-in-Travel-Industry
As consumers start showing a renewed interest in
traveling, it is the vacation rental and budget hotel sites that
are driving the increase in traffic to the Hotel & Vacation
Rental category, not the major hotel chains.
Comscore data shows some recovery in May 2020 for hotel
and vacation rental bookings. There is still a long way to go
before booking volumes get back to pre-pandemic levels,
but recent data are trending in the right direction.

23. In Italy, TV is returning to similar levels as this
time last year
Source: Havas Italy, Italy back on track, report 10; Havas Media on Auditel Data

24. Key cities in Southern Italy are seeing their
footfall increase more than North Italian cities
Source: Havas Italy, Italy back on track, report 10; Havas Media on Auditel Data

25. Strong increases in footfall in Phase 2 v Phase 1
but still low compared to pre lockdown levels
Source: Havas Italy, Italy back on track, report 10; AdCity – Average Net daily Data, Sundays excluded

26. Executive summary
_26
A view on what
has actually happened
based on verified data
A view on what we
believe to be happening
A view on future trends
based on other markets
• The most recent consolidated TV
data now includes w/c 25 May.
• TV Daytime hours are seeing huge
dips in hours viewed and impacts.
• No doubt the recent sunshine and
relaxing of lockdown rules has
meant people have opted to take
extra afternoon walks or spend time
in their gardens.
• 16-34s are now lower than early
march viewing levels.
• OOH continues to see footfall and
roadside behaviour edge back towards
the benchmark, especially outside of
London.
• Drive through cinemas will open from
the 15th of June.
• Digital radio data suggests that audio is
replacing TV in the afternoon, with big
gains from 12-2pm reported again.
• Misinformation on social continues to be
a burning issue.
• US comScore data points to green
shoots for the travel sector.
• Italy outdoor footfall is increasing
back to pre lock down levels in the
South.
• TV is returning to similar level to
2019 viewing.

27. Thank you