ARF Virtual Town Hall Series: What Behaviors Will Stay After the Crisis Passes? | Maryam Nourani

Coronavirus and social distancing are affecting consumers’ daily lives in profound ways. Virtual experiences are usurping in-person experiences. E-commerce and home delivery have filled the void left by closed or virus-risky stores. Home cooking and takeout have supplanted once- thriving restaurants. Streaming video has temporarily achieved total victory over its theatrical cinema competition. Obsession with hygiene has overtaken other factors (e.g. local, eco-friendly) in driving consumer choices.

Consumers are profoundly affected by COVID-19 and social distancing—from virtual experiences usurping in-person events, including a massive uptick in streaming video viewing, to home delivery filling the void left by closed or virus-risky establishments.

When the crisis passes, will people revert to their former ways, or will some of the crisis-induced behaviors persist?

Industry experts will share their work about how recent changes could impact ongoing behavioral and social norms.

The advertising research foundations (ARF) had four speakers and moderator in this webinar. They presented point of their view in the separate presentation.

  1. Claire Tinker has been an integral part of the ESL Insights team for more than 17 years, following a career in technology services where her responsibilities included operational support and utilizing metrics to improve operational performance. In her role at ESL Insights, Claire is responsible for much of the overall research design, managing fieldwork, client interface, and analysis and reporting of research results.
  2. Scott McDonald became the CEO and President of the Advertising Research Foundation (ARF) on March 1, 2017. With over 30 years of research experience solving pressing business issues, Scott is an ardent champion of high-quality standards.

At first, the two main speaker presented their research, and then all of the guesses discuss about the topic.

The first speaker was Brian Fuhrer. He is Senior Vice President, Product strategy for Nielsen. In this role, he helps guide Nielsen’s national and cross- platform television audience measurement initiatives supporting major media clients, digital companies, MSO/MVPDs and advertising agencies. He presented some data about the global view, trend of total TV usage, total television by demographic and went in to this data by chart and specific number of the data. And then he focuses on 

  1. streaming meter insights ( the macro view): 

  • Streaming share and volume(weekly versus year ago)
  • Streaming audience composition (weekly versus year ago)
  • Streaming share of total TV usage(weekly versus year ago among streaming capable homes)

     2. SVOD content ratings( The micro view): 

  • Persons 2+ average audience (000) by day. Average projections in millions  
  • Persons 2+ reach (000) by day 

At the end, he presented a chart that demonstrate function of the top 10 SVOD (the chart provider is Netflix) programs (person 2+ total minutes viewed- week of 3/23 – 29/2020). 

The next speaker was Victoria Sakal. She is the Managing Director of Brand Intelligence for Morning consult, a global data intelligence company delivering insights on what people think in real time. She leads the company’s brand intelligence research, focusing on the intersection of data with marketing, brand reputation, and consumer trends, and is an expert in distilling actionable insights and developing impactful brand strategist.  

  • Americans’ emotional, financial, and health- related strains are translating to new consumption patterns- many of which will endure post-pandemic 
  • Companies have a responsibility to understand the role they are playing in consumers’ lives during this unique time, and evolve their post-pandemic strategies to build off this reality
  • Armed with this insight, brands can act on clear opportunities to be there for customers when the chips are down and, in doing so, build long- term relationships and long- term brand equity 

 At the end of the webinar they concluded their topic with the three different sectors: 

  • Viewer at home (working from home and shelter in place are driving increased time with media for those quarantined and flatting the curve.)
  • Content availability shifts (lives sports programming unavailable, constant local and national news a mainstay.)
  • enablement and sampling (device connection and enablement, introduction of new services, free trial of existing services.) 



 

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