The Impact of Covid-19 on Marketing

The Covid-19 pandemic has greatly altered our habits. What has been its impact towards the content we enjoy on a daily basis, the media and related marketing strategies? Let’s try to find out together by analyzing the data concerning our country.

Lockdown: the most used content

According to the charts of the Milan Polytechnic Observatory made in 2020, especially during the first lockdown period, the largest percentage related to fruition is TV content, accounting for 49 percent. Of it, 59% are purely composed of people over 60. In second place is video content, especially streaming TV series and movies, enjoyed by 40 percent of the population. In this case, it is Millennials who use it the most (56 percent). This is followed by print media with 28 percent and books with 21 percent; closing the ranking is audio content (audiobooks, podcasts, etc.) with 7 percent.

Television: the queen of media

Thus, the data confirm television as Italy’s leading media. In 2020, in fact, it was able to win back its audience, as you can clearly see from the graphs in the video. In the same time period, March 1-7, between 2019 and 2020, there was a increase in listeners by about 17 percent on the average day and 10 percent in prime timers; the peak is reached around 9 p.m., when nearly 50 percent of the Italian population is in front of the television set. Overall, compared with the previous period, Italians spend 81 minutes more watching television, confirming its role as an important advertising medium.

Some TV campaigns launched during 2020, calculated on the basis of certain GRP indicators, had–compared to the average invested budget–about 30 percent higher yield. Television concessionaires, as a result, have since understood the market trend and have decreased delivery relative to budgets. In fact, as can be seen from the graphs in the video, such peaks were never reached during the second lockdown.

Social Media: has TikTok really become that important?

Social networks have also benefited greatly from the situation caused by the pandemic. In fact, almost all of the platforms in the market saw an increase in unique visitors: YouTube recorded a 4 percent increase, confirming its position as the number one social network in our country; following, Facebook e Instagram (with +1% and +4%, respectively).

Of particular note, the growth of TikTok which grew from 1.5 million visitors to 8.5 million, a growth rate of 470%. However, despite the considerable increase from a quantitative point of view, it is still good to remember that the Chinese social still remains at the tail end of the platform rankings, with a well-defined target audience guiding marketing choices. In fact, deciding to focus on TikTok only because of its current popularity could be a mistake on the part of many companies, whose target audience is well spread out on other platforms instead.

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