COVID-19 // Belgium POV Vol.2

COVID-19 // Belgium POV Vol.2

• 1.
  06/05/20 Brussels COVID-19 LIVINGIN THE NEW NORMAL WEEK 8
• 2.
  HAVAS TALKS Vanessa Sanctorum,Strategy Director – Havas Media Belgium « Ce matin, j’ai croisé un masque avec personne derrière. Une peur pas habitée. Une peur désincarnée. Une peur qui se faufilait comme une ombre, dans les rues. Comme un vent qui s’engouffre, qui ne nous lâche pas, qui nous tient … Au corps, au cœur, à l’âme… Et puis, savoir au fond de nous, que ça s’ouvre, que ça s’entrouvre, qu’on va y retourner. Qu’on va se recroiser… Il faut respecter. Bien sûr. Le corps, la santé… Mais il faut vivre! » . L’auteur de ce magnifique texte, Edouard Baer, a su trouver les mots. Alors, oui… parce qu’il faut vivre, que je vais bientôt y retourner, que je vais bientôt vous recroiser… j’ai commandé mes masques, accessoires indispensables de l’été 2020. Ils seront plutôt colorés et avec des motifs divers et variés. Des créations originales de petits stylistes belges, car je favorise le local. Depuis longtemps la norme en Asie, et même sur les podiums des défilés, le masque fait une entrée remarquée dans nos garde-robes. On en parle cette semaine, première semaine de « déconfinement ». Déconfinement oblige, une page se tourne. Il est temps de nous dire au revoir. Cette « newsletter » aura été un beau challenge. On a énormément appris: sur nous, sur vous, de vous. Maintenant, il est temps pour moi et mon équipe rédactionnelle de se tourner vers l’avenir et de préparer l’été ainsi que la rentrée. Car il faut vivre! Mathias Beke, Chief Intelligence Officer – Havas Media Belgium Les commerces rouvriront donc lundi prochain et les Belges pourront, dès ce dimanche, inviter jusqu’à quatre personnes à la maison. "Le retour à une certaine normalité est à portée de main", a conclu ce mercredi Sophie Wilmès lors de la conférence de presse du Conseil national de sécurité. Normalité ? Hésitant entre le souhait de retrouver la vie comme avant, l’angoisse économico-sanitaire et l’espoir du développement d’un monde meilleur, les consommateurs pourraient nous surprendre dans les semaines et mois qui viennent. Investir dans la compréhension de ce qu’ils pensent, ressentent et réalisent sera plus que jamais un facteur de succès pour les business en rémission. Sans panels, études et recherches, nos décisions sont prises sur base d’informations très incomplètes. Sans solutions AdTech et MarTech solides, et la collecte consentie d’informations sur les parcours et préférences des consommateurs, notre capacité à leur offrir une expérience rencontrant leurs attentes restera limitée. L’objectif consiste à bridger le monde de l’Insight et celui de l’ID-Data pour gagner la bataille de la connaissance du consommateur. S’il faut retenir quelque chose de l’épreuve que nous traversons, je retiendrai cette capacité à recâbler différemment nos ressources pour dépasser les obstacles qui ont été jetés devant nous. Elle est une force pour l’avenir.
• 3.
  EXPERTS OPINIONS Click onthe pictures to access the articles. Today, fear and insecurity reign in the population, and people are constantly looking for information. Advertisers therefore have every interest in opting for informative communication with great empathy. Otherwise, their message may miss its purpose. Tatjana Raman, Head of Media & Market Intelligence (bpost) – MM Empathy It is up to all of us and, of course, to all marketing players to reintegrate people into their strategies, to put them back at the center of the game, to listen to their expectations, their hopes. It is up to companies to reintegrate marketing into their decision- making structures so that they no longer develop solely on profit but thanks to their contribution to society. Patrick Steinfort, Director (BAM – Belgian Association of Marketing) – PUB People-centric
• 4.
  CONTENT BELGIAN CONSUMER SENTIMENT: aboutthe changing buying habits of Belgians during lockdown and their aspirations for the day after 2 H/COMMERCE FROM LOCKDOWN TO EXIT an overview of the major events & announcements 1 CONTEXT AUDIENCE ANALYSIS OF NEWSBRANDS & THEMATICS a look on the surfing behavior and differences between men and women, between young and old in April 2020 3 BELGIAN WEB & SOCIAL OPTIMISM FOR OURSELVES & OUR BRANDS in the spotlight: Havas Brussels, ORANGE, bpost, Veritas, STIB/MIVB 6 #BRANDOPTIMISM MASKS UP! HANDS DOWN? getting a mask, knowing how to wear and where to wear it… The next big challenge 5 FANCY A MASK? LAST WEEK OF LOCKDOWN AUDIENCES and a report on the content offer VS the content consumption on the main FR TV channels by RMB 4 TV
• 5.
  FROM LOCKDOWN TOEXIT…
• 6.
  COVID-19 TIMELINE INBELGIUM Thursday, March 12th Phase 2 re-inforced in BE Belgian government orders the closure of schools, horeca (except for delivery) & the cancellation of public gatherings Tuesday, March 10th Prohibited groupings Regional measures Wednesday, March 11th Belgium hands powers to caretaker government Coronavirus pandemic sparks new debate on the ongoing federal government formation Monday, March 16th Tuesday, March 17th Prime Minister imposes stricter social distancing through total lockdown measures from noon the following day Prime Minister announces the extension of the measures concerning social distancing for 2 weeks Friday, March 27th Phase 2 Monday, March 9th Friday, March 6th 10 federal actions to help businesses Wednesday, April 15th Belgian government announces that lockdown measures will continue until the 3rd of May. Gardening and DIY shops can open and nursing home are allowed to organize visits
• 7.
  ENDING THE LOCKDOWNIN FOUR PHASES Monday, May 4th Monday, May 11th Monday, June 8th Monday, May 18th PHASE 1A • Industries and B2B services will open first • Fabric businesses open to produce masks • Masks become mandatory in public transports PHASE 2 • Schools open progressively (not all years concerned at the same time) • Family & friends gatherings are allowed (max 10 people and during weekends) • One day trips are allowed PHASE 1B Shops/businesses open except for Horeca (restaurants, bars, etc.) PHASE 3 • HORECA could open if the previous phases are successful • Collective sports are allowed under certain conditions Wednesday, April 15th Belgian government announces that lockdown measures will continue until the 3rd of May. Gardening and DIY shops can open and nursing home are allowed to organize visits Friday, April 24th Belgian government announces that the lockdown will slowly end in four different phases. If each phase is successful, the following one can begin. Everything is subject to change regarding how the health crisis situation evolves. Wednesday, May 6th Belgian government announced that Phase 1A is a success. It will also be possible (10th of May) for families to invite the 4 (same) people home. Shopping is allowed but alone.
• 8.
  BELGIAN CONSUMER SENTIMENT purchase behavior& buying attitudes during Covid-19
• 9.
  49%51% Gender 59% 10% 31% Region 58%42% Language Age 12% 18-24 y.o. 18% 25-34 y.o. 26% 35-49 y.o. 25% 50-64 y.o. 19% 65+ Professional situation 1% self-employed. 8% liberal prof. & management 32% employee 11% worker 8% student 22% retired METHODOLOGY & SAMPLING 52% Prof. active Fri April 10th – Wed April 15th panel provider CASI methodologyquestionnaire field sample 13m13s avg duration n=500
• 10.
  Dutch-speaking 21% aff 134 +50 y.o. 71% aff 103 7 OUT OF 10 SATISFIED BY COMMUNICATION FROM USUAL RETAILERS 71% 71% 64% 68% 69% 68% 69% 69% 16% 13% 19% 9% 21% 17% 15% 16% 13% 16% 18% 24% 9% 15% 16% 15% 0% 20% 40% 60% 80% 100% 50+ y.o. 35-50 y.o. 18-34 y.o. FR NL women men total BE 18+ No Don't know Yes NO YESDON’T KNOW 35-49 y.o. 71% aff 103 19% aff 116 French-speaking 24% aff 154 18-34 y.o. 18% aff 116 18-34 y.o. BOOMERS & SENIORS MOST SATIFIED Nearly 7 out of 10 people aged 50+ y.o. were happy with the communication of their usual retailers. 16% were undecided and only 13% were disappointed by their usual retailers. Special shopping times, information about social distancing in the stores and other Covid19-related information were clearly appreciated by older age groups. At the contrary, nearly 1 out of 15 young adult in Belgium was not happy with retailers’communication efforts Have you been disappointed by a lack of communication from your usual retailers?
• 11.
  Which supermarket chainor food supplier did you find the most useful during the crisis? COLRUYT, DELHAIZE AND ALDI WERE THE MOST USEFUL FOOD SUPPLIERS 4% 16% 3% 3% 9% 12% 17% 25% 29% 29% 40% 0% 10% 20% 30% 40% local or organic producer/shop drive services TOP 3 NL (ranked on selectivity) 13% aff. 153 35% aff. 122 42% aff. 106 7% aff. 237 4% aff. 164 31% aff. 108 TOP 3 FR (ranked on selectivity) TOP 3 (ranked on selectivity) 4% aff. 152 18% aff. 110 9% aff. 110 TOP 3 (ranked on selectivity) 4% aff. 145 35% aff. 120 46% aff. 115 3% 16% 4%TOTAL BE 5% 16% 5% Everyone agrees: local & organic producers have to reinforce their (brand) presence in the minds of consumers to appeal to more visitors and prove their utility (and distinction with supermarket retailers) LOCAL & ORGANIC MUST PROVE UTILITY 18-34 y.o.
• 12.
  COLRUYT, LIDL &CARREFOUR BEST IN MEETING EXPECTATIONS Did these retailer brands meet your expectations? 90% 92% 69% 80% 88% 88% 89% 89% 91% 92% 93% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% local or organic producer/shop drive services BEST IN CLASS 1 2 3
• 13.
  IN THE FUTUREBOOMERS & SENIORS WILL BUY MORE LOCAL 21% 26% 42% 40% 13% 29% 20% 28% 34% 16% 28% 29% 30% 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% TOP 5 (ranked on affinity) 18-34 y.o. 35-49 y.o. + 50 y.o. 43% aff. 117 19% aff. 116 28% aff. 100 29% aff. 99 20% aff. 67 What do you think will change in your future consumption after the lockdown? store essential items conscious buying limit waste more savings buy more local 20% aff. 123 32% aff. 110 38% aff. 103 27% aff. 96 28% aff. 94 32% aff. 106 29% aff. 104 36% aff. 97 26% aff. 90 13% aff. 77 37% aff. 124 30% aff. 110 31% aff. 106 17% aff. 105 34% aff. 94 38% aff. 127 28% aff. 95 25% aff. 89 29% aff. 78 11% aff. 66 What do you think will change in your future consumption after the lockdown?
• 14.
  JOB partially unemployed 34% aff117 homeworking 51% aff 118 LOCKDOWN: 1 OUT OF 2 SPENT THE SAME OR MORE 51% 42% 45% 41% 44% 44% 43% 44% 43% 44% 24% 34% 32% 27% 26% 30% 24% 26% 33% 29% 25% 24% 23% 32% 30% 26% 33% 30% 24% 27% 0% 20% 40% 60% 80% 100% homeworking partially unemployed 50+ y.o. 35-50 y.o. 18-34 y.o. FR NL women men total BE 18+ spend less than usual same as usual spend more than usual 4 OUT OF 10 SPEND LESS THAN USUAL More than 1 out of 2 spent more or the same amount of money than before the lockdown. Flemish people were the most likely to spend more, followed by women and Gen Xers (32%) At the opposite, 1 out of 2 homeworkers spent less. Boomers and homeworkers were more cautious Partially unemployed people, men, French-speaking people (30%) did not changed their spending habits SPEND LESS SPEND MORESAME + 50 y.o. 45% aff 103 men 33% aff 112 Dutch-speaking 33% aff 121 women 30% aff 110 Actually, do you have the impression to spend… ?
• 15.
  HOW GEN Y& GEN Z CHANGED THEIR BUYING HABITS 43% 57% radically different from usual the same as usual Your consumption is…. 18-34 y.o. ARE BOOKWORMS Nearly 1 out of 4 adults between 18 and 34 y.o. bought more books and cultural products. Bol.com (37%) & Amazon (21%) scored as the most useful (non-food) retailers within this age group How does this COVID19 situation change your buying behavior? You do … buy more books & cultural products14% buy more textile & clothing9% buy more toys 8% buy more sports equipment9% FASHION VICTIMS OR MASK MAKERS? 1 out of 10 women bought more clothing & textiles (vs 7% of men). More surprisingly: nearly 1 out of 5 adult between 18 and 34 y.o. did the same. 39% have discovered new e-commerce sites (nearly) 1 OUT OF 5 YOUNG PARENTS SPOILED THEIR KIDS 19% of respondents aged between 25-34 bought more toys than before the lockdown. 1 out of 4 parents aged between 25-34 has visited new e-commerce sites selling toys (26%). 27% of 18-50 y.o. have mentioned “playing with family” as a main activity 18-34 y.o. BUY MORE SPORT PRODUCTS 1 out of 5 young adults bought more sports equipment (19%). French-speaking people (10%) also bought more sport products. Food for thought: Decathlon ranked second to Amazon as the most useful non-food retailer among French-speaking
• 16.
  POST-LOCKDOWN ASPIRATIONS: NORMALITY,FRAMILY AND A GOOD MEAL What will you do once the lockdown is over? meet my relatives 63% return to a normal life 67% go to the restaurant 44%
• 17.
  LAST TIP FORTRAVEL SECTOR: MONITOR ONLINE INTENTION & HUNGER FOR ESCAPE After a few days of lockdown, do you miss the following products or services? On a scale from 1 to 10, what purchases have you postponed pending the end of lockdown? (1-postponed nothing; 10- postponed every purchase scores 7-10 grouped) 55% POSTPONE TRAVEL PLANS 8 out of 10 travel intentionalists have postponed their plans to purchase transport & travel accommodations. But nearly 1 out of 10 (9%) has discovered a new travel site during the lockdown YOUNG ADULTS ARE READY TO BOOK 75% of 18-34 y.o. had plans buying transport or travel accommodation before the lockdown. 78% have already postponed these plans. Nearly 1 out of 5 (18%) has discovered a new travel site during the lockdown BOOMERS MORE LIKELY TO POSTPONE TRAVEL PLANS 68% of people aged 65+ had plans to purchase transport/travel accommodations before the lockdown. 85% postponed their plans till the situation recovered. Younger Boomers (50-64 y.o.) seem even more worried: 87% postponed Belgians want their holidays 1 OUT OF 4 BELGIAN IS THINKING OF GOING ON VACATHION THIS SUMMER (Le Soir 05/05/2020)
• 18.
  PRESS & WEB Forour last edition, we have taken a look on the differences between men and women, between young and old in April 2020: • Flemish Boomers & Seniors were more into local news. Younger age groups more into financial news • French-speaking women spent more time on news sites than men • Thematics Flair Nat. & Libelle-Femmes, the complementary mix: volume of surfers with Flair, more attention & time spent with Libelle And social? Cost per Reach is one step closer to hitting the bottom
• 19.
  THE MEDIA ATTENTIONHAS SHIFTED From a focus on health to the financial & economical consequences on people and companies 56% 7% 23% 3% 7% 1% Coronavirus Economy Virus & Infection Security Companies Technologies MEDIA AGENDA 23/03 44% 10% 23% 5% 13% 2% Coronavirus Economy Virus & Infection Security Companies Technologies MEDIA AGENDA 18/04 – 24/04 Media agenda: overview of the themes present in the total daily media context. i.e. the themes are not specifically linked to the coronavirus. 44% of Belgians think that media spend too much time discussing about the crisis 45%VS of Belgians think that media allocate the right amount of time to the crisis 41% 10% 25% 6% 14% 2% Coronavirus Economy Virus & Infection Security Companies Technologies MEDIA AGENDA 25/04 – 01/05
• 20.
  LESS ATTENTION FORCOVID-19 LAST WEEK After a huge drop in the number of articles and mentions of Coronavirus in the Belgian on- & offline press during the Easter Holidays, there has been a slight upturn this week Number of articles over timeEvolution of the main media issues related to the Covid-19 crisis 16.159 573.123 articles* + 1,57% compared to the previous week mentions* + 4,03% compared to the previous week 15.909 550.908 articles* - 13,23% compared to the previous week mentions* - 12,85% compared to the previous week * articles and mentions mentioning Coronavirus/Covid-19 in offline and online press 11-17 April 2020 18-24 April 2020 14.248 498.635 articles* - 11,83% compared to the previous week mentions* - 13% compared to the previous week 25 April – 1 May 2020
• 21.
  Source : Gemius/CIM- gemiusAudience study: Multiplatform - Population 12+ APRIL 27th – MAY 5th real users TOP 3 TOP 3 audience share (05/05) (the share of the audience of the media in the total audience of all media) 27% 21% 8% SLIGHT DECLINE IN « LOCAL » Flemish people turn immediately to newsbrands online for more information about major announcements. Friday 24th was no exception real users 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 1.800.000 2.000.000 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 1.800.000 2.000.000 27 28 29 30 1 2 3 4 5
• 22.
  Source : Gemius/CIM- gemiusAudience study: Multiplatform - Population 12+ APRIL 27th – MAY 5th pageviews avg. time spent (min.) APRIL 27th – MAY 5th FINANCE NEWS (STILL) GET MORE SHARE OF TIME Champion HLN challenged by De Tijd in share of time avg. time spent (min.) pageviews 0 5 10 15 20 12th March 16th March 17th March 27th March 15th March 24th March 0 5 10 15 20 27 28 29 30 1 2 3 4 5 0 5.000.000 10.000.000 15.000.000 20.000.000 27 28 29 30 1 2 3 4 5 0 5.000.000 10.000.000 15.000.000 20.000.000 12th March 16th March 17th March 27th March 15th March 24th March
• 23.
  ATS (minutes) FLEMISH WOMENSPENT MORE TIME ONLINE THAN MEN IN APRIL Especially on days with big announcements from the government 0 10 20 30 40 50 60 70 WEEK 1 = 06/04 > 12/04 WEEK 2 = 13/04 > 19/04 WEEK 3 = 20/04 > 26/04 WEEK 4 = 27/04 > 03/05 0 10 20 30 40 50 60 70 ATS (minutes) 18 18 8 9 11 10 14 16 0 5 10 15 20 15 Apr 2020 24 Apr 2020 10 10 7 5 8 8 9 6 0 5 10 15 20 15 Apr 2020 24 Apr 2020 ATS (minutes) ATS (minutes) Source : Gemius/CIM - gemiusAudience study: Multiplatform - Population 12+. Weeks always from Monday to Sunday Target split : 15/04 : W = 51%, M = 49% 24/04 : W = 51%, M = 49% announcement lockdown till May 3rd announcement phasing exit APRIL 2020 announcement lockdown till May 3rd announcement phasing exit
• 24.
  ATS (minutes) GEN XYZMORE INTO FINANCIAL NEWS THAN BOOMERS Boomers more into local news 0 10 20 30 40 50 60 WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 1 = 06/04 > 12/04 WEEK 2 = 13/04 > 19/04 WEEK 3 = 20/04 > 26/04 WEEK 4 = 27/04 > 03/05 11 11 4 6 8 8 10 22 0 5 10 15 20 25 15 Apr 2020 24 Apr 2020 ATS (minutes) ATS (minutes) ATS (minutes) 0 10 20 30 40 50 60 WEEK 1 WEEK 2 WEEK 3 WEEK 4 0 10 20 30 40 50 60 WEEK 1 WEEK 2 WEEK 3 WEEK 4 16 16 8 7 10 9 14 13 0 5 10 15 20 25 15 Apr 2020 24 Apr 2020 15 17 9 89 10 13 8 0 5 10 15 20 25 15 Apr 2020 24 Apr 2020 ATS (minutes)ATS (minutes) 15-34 y.o 35-54 y.o. + 55 y.o. Target size : 15/04 : 30% 24/04 : 30%Target size : 29% Target size : 32% Target size : 36% Target size : 15/04 : 33% 24/04 : 33% Target size : 15/04 : 36% 24/04 : 36% Source : Gemius/CIM - gemiusAudience study: Multiplatform - Population 12+. Weeks always from Monday to Sunday announcement lockdown till May 3rd announcement phasing exit APRIL 2020
• 25.
  Source : Gemius/CIM- gemiusAudience study: Multiplatform - Population 12+ real users APRIL 27th – MAY 5th TOP 3 TOP 3 audience share (05/05) (the share of the audience of the media in the total audience of all media) 12% 9% 9% LE SOIR & DH HEAD TO HEAD FOR THE SILVER MEDAL real users Leader Sudinfo in decline 0 100.000 200.000 300.000 400.000 500.000 600.000 700.000 800.000 900.000 1.000.000 0 100.000 200.000 300.000 400.000 500.000 600.000 700.000 800.000 900.000 1.000.000 27 28 29 30 1 2 3 4 5
• 26.
  WALLOONS SNACK NEWS… AND MONITOR THE STOCK MARKET Source : Gemius/CIM - gemiusAudience study: Multiplatform - Population 12+ APRIL 27th – MAY 5th avg. time spent (min.) APRIL 27th – MAY 5th L’Echo & 7sur7 get all the attention avg. time spent (min.) pageviewspageviews 0 2 4 6 8 10 12 27 28 29 30 1 2 3 4 5 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 27 28 29 30 1 2 3 4 5 0 2 4 6 8 10 12 12th March 16th March 17th March 27th March 15th April 24th April 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 12th March 16th March 17th March 27th March 15th April 24th April
• 27.
  ATS (minutes) 0 5 10 15 20 WEEK 1= 06/04 > 12/04 WEEK 2 = 13/04 > 19/04 WEEK 3 = 20/04 > 26/04 WEEK 4 = 27/04 > 03/05 0 5 10 15 20 8 8 7 7 7 7 12 9 5 4 0 2 4 6 8 10 12 15 Apr 2020 24 Apr 2020 5 6 4 2 4 4 5 5 3 5 0 2 4 6 8 10 12 15 Apr 2020 24 Apr 2020 ATS (minutes) ATS (minutes)ATS (minutes) Target size : 15/04 : F = 51%, H = 49% 24/04 : F = 51%, H = 49% Source : Gemius/CIM - gemiusAudience study: Multiplatform - Population 12+. Weeks always from Monday to Sunday announcement lockdown till May 3rd announcement phasing exit APRIL 2020 announcement lockdown till May 3rd announcement phasing exit FR WOMEN SPENT MORE TIME ONLINE THAN MEN IN APRIL Especially via L’Echo on days with big announcements from the government
• 28.
  Source : Gemius/CIM- gemiusAudience study: Multiplatform - Population 12+. Weeks always from Monday to Sunday ATS (minutes) GEN YZ LESS INTO NEWS THAN OLDER GENERATIONS Compared to Boomers and Gen X, Gen YZ spent less time on digital newsbrands in April 0 5 10 15 20 WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 1 = 06/04 > 12/04 WEEK 2 = 13/04 > 19/04 WEEK 3 = 20/04 > 26/04 WEEK 4 = 27/04 > 03/05 5 6 3 3 6 5 7 6 4 4 0 5 10 15 15 Apr 2020 24 Apr 2020 Target size : 15/04 : 30% 24/04 : 30% ATS (minutes)Target size : 29% ATS (minutes) ATS (minutes)Target size : 32% 0 5 10 15 20 WEEK 1 WEEK 2 WEEK 3 WEEK 4 0 5 10 15 20 WEEK 1 WEEK 2 WEEK 3 WEEK 4 Target size : 36% 7 9 8 5 7 5 10 11 5 5 0 5 10 15 15 Apr 2020 24 Apr 2020 6 66 6 5 5 8 5 4 4 0 5 10 15 15 Apr 2020 24 Apr 2020 ATS (minutes)ATS (minutes) 15-34 y.o 35-54 y.o. + 55 y.o. Target size : 15/04 : 33% 24/04 : 33% Target size : 15/04 : 36% 24/04 : 36% announcement lockdown till May 3rd announcement phasing exit APRIL 2020
• 29.
  Source : Gemius/CIM- gemiusAudience study: Multiplatform - Population 12+ visits THEMATIC MAGS DO NOT KNOW THE CRISIS (online) #SayItWithFlair boosts visits on the site (see also next slide) APRIL - MAY + 31% + 43% + 11% - 20% - 40% + 97% - 24% + 216% + 14% - 38% + 44% + 45% 2019 2019 2019 2019 evolution visits 01/03/2019 > 12/03/2019 VS PRE-LOCKDOWN 2020 (01/03/2020 > 12/03/2020 VS 13/03/2020) 13/03/2019 > 05/05/2019 VS LOCKDOWN 2020 (13/03/2020 > 05/05/2020) PRE-LOCKDOWN 2020 VS LOCKDOWN 2020 TOP 3 start special action #DisLeAvecFlair #FlairRaakt 0 50.000 100.000 150.000 200.000 250.000 300.000 350.000 400.000 450.000 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 1 2 3 4 5
• 30.
  Source : Gemius/CIM- gemiusAudience study: Multiplatform - Population 12+. Weeks always from Monday to Sunday real users FLAIR APPEALS TO EVERY WOMEN Thematics: it has never been a matter of age… It’s about lifestyle and state of mind 0 100.000 200.000 300.000 WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 1 = 06/04 > 12/04 WEEK 2 = 13/04 > 19/04 WEEK 3 = 20/04 > 26/04 WEEK 4 = 27/04 > 03/05 0 20.000 40.000 60.000 80.000 15 Apr 2020 24 Apr 2020 Target size : 15/04 : 16% 24/04 : 16% real usersTarget size : 16% real users real usersTarget size : 16% 0 100.000 200.000 300.000 WEEK 1 WEEK 2 WEEK 3 WEEK 4 0 100.000 200.000 300.000 WEEK 1 WEEK 2 WEEK 3 WEEK 4 Target size : 17% 0 20.000 40.000 60.000 80.000 15 Apr 2020 24 Apr 2020 0 20.000 40.000 60.000 80.000 15 Apr 2020 24 Apr 2020 real usersreal users 15-34 y.o 35-54 y.o. + 55 y.o. Target size : 15/04 : 16% 24/04 : 16% Target size : 15/04 : 17% 24/04 : 17% announcement lockdown till May 3rd announcement phasing exit APRIL 2020
• 31.
  Source : Gemius/CIM- gemiusAudience study: Multiplatform - Population 12+. Weeks always from Monday to Sunday ATS (minutes) SPENDING TIME WITH BFF FEMMES &LIBELLE Flair benefits from a huge fanbase across every age group but when it comes to time spent online, Gen X and Boomers chose for Femmes & Libelle in April 0 1 2 3 4 5 6 WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 1 = 06/04 > 12/04 WEEK 2 = 13/04 > 19/04 WEEK 3 = 20/04 > 26/04 WEEK 4 = 27/04 > 03/05 0 1 2 3 4 5 6 15 Apr 2020 24 Apr 2020 Target size : 15/04 : 16% 24/04 : 16% ATS (minutes)Target size : 16% ATS (minutes) ATS (minutes)Target size : 16% 0 1 2 3 4 5 6 WEEK 1 WEEK 2 WEEK 3 WEEK 4 0 1 2 3 4 5 6 WEEK 1 WEEK 2 WEEK 3 WEEK 4 Target size : 17% 0 1 2 3 4 5 6 15 Apr 2020 24 Apr 2020 0 1 2 3 4 5 6 15 Apr 2020 24 Apr 2020 ATS (minutes)ATS (minutes) 15-34 y.o 35-54 y.o. + 55 y.o. Target size : 15/04 : 16% 24/04 : 16% Target size : 15/04 : 17% 24/04 : 17% announcement lockdown till May 3rd announcement phasing exit APRIL 2020
• 32.
  Dramatic decrease sinceSunday 26th COST PER REACH ONE STEP CLOSER TO HITTING BOTTOM Source: Own data, FB avg Cost per Reach, based on impressions between dates mentioned 0 0,0005 0,001 0,0015 0,002 0,0025 0,003 0,0035 0,004 0,0045 0,005 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 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 1 2 3 4 5 6 avg CPR MARCH 12th – MAY 06th
• 33.
  TELEVISION Spring 2020 willbe forever associated with the great revival of linear TV. We have already demonstrated the power of news and the need for entertainment and escapism. Our business partner RMB published a very interesting report on the content offer VS the content consumption on the main FR TV channels with a particular focus on fiction. Guess what? People returned to longer formats.
• 34.
  0 5 10 15 20 25 30 35 40 45 50 12 13 1415 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 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 1 2 3 2019 - 15-34 y.o. 2019 - PRP 18-54 2020 - 15-34 y.o. 2020 - PRP 18-54 Young & old rediscovered the daily appointment with (linear) TV. To get informed in the early days of the lockdown, to “escape” and to be entertained when lockdown became the new normal “LOCKDOWN AUDIENCES” WILL BE REMEMBERED ! analysis on 7 pm – 11 pm timeband rat% MARCH 12th – MAY 3rd Sunday still strong, but less competition with a recap episode of De Mol (VIER) and Boer Zoekt Vrouw (VTM), without the success (yet) of Blind Getrouwd (VTM) in the previous weeks. Liefde voor Muziek (VTM) is still strong as well in the top 5 programs of week 18 with both younger and older audiences. On target 15-34 y.o. Temptation Island is growing stronger by the week. On PRP18-54 y.o. Columbus (EEN) had a strong start on Thursday. 7 pm-11 pm Source: Havas Media BE elaboration of Nielsen / GFK data - Live + Vosdal
• 35.
  0 5 10 15 20 25 30 35 40 45 50 12 13 1415 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 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 1 2 3 2019 - 15-34 y.o. 2019 - PRP 18-54 2020 - 15-34 y.o. 2020 - PRP 18-54 Thanks to its daily news program RTL Info 19h and to the related programs on coping with lockdown, such as Belges à domicile, RTL holds a firm grip on all of the Top 10 programs. Only Koh-Lanta (TF1) was able to claim a 3rd place this week on the younger target group 15-34 y.o. The program suffered heavily from the government announcement on Friday April 24th, but had a good recovery last Friday gaining back 50% of its lost audience within the younger target group15-34 y.o. RTL undoubtedly “KING OF THE SOUTH” and leader in news coverage. Audience rates returned to seasonal averages (due to bad weather?) SLOWLY BACK TO NORMAL rat% ! analysis on 7 pm – 10.30 pm timeband MARCH 12th – MAY 3rd 7 pm-10.30 pm Source: Havas Media BE elaboration of Nielsen / GFK data - Live + Vosdal
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  Belgians are intoprograms where people can shift their boundaries (Koh-Lanta, Top Chef, Lego Masters, Expeditie Robinson) YOUNG ADULTS WANT TO ESCAPE… ON AN ISLAND Source: Havas Media BE elaboration of Nielsen / GFK data – Top 5 programs. From Monday to Sunday for evolution (i). Bubble size = rating DE MOL (VIER) LIEFDE VOOR MUZIEK (VTM) TEMPTATION ISLAND (VIJF) EXPEDITIE ROBINSON (VIER) LEGO MASTERS (VTM) 0 5 10 15 20 25 30 35 80% 90% 100% 110% 120% 130% 140% avg evolution of rating & reach W18 VS W17 reach% DE MOL (VIER) LIEFDE VOOR MUZIEK (VTM) LEGO MASTERS (VTM) HET 7 UUR-JOURNAAL (EEN) DE 25 (VTM) 0 5 10 15 20 25 30 35 40 80% 90% 100% 110% 120% 130% 140% KOH-LANTA, L'ILE DES HEROS (TF1) TOP CHEF (RTL) RTL INFO 19H BELGES A DOMICILE (RTL)ENQUETES (RTL) 0 2 4 6 8 10 12 14 16 18 70% 80% 90% 100% 110% 120% 130% 140% 150% TARGET 15-34 TARGET PRP 18-54 ENQUETES (RTL) RTL INFO 19H TOP CHEF (RTL) KOH-LANTA, L'ILE DES HEROS (TF1) BELGES A DOMICILE (RTL) 10 12 14 16 18 20 22 70% 80% 90% 100% 110% 120% 130% 140% 150% reach% reach% reach% avg evolution of rating & reach W18 VS W17 avg evolution of rating & reach W18 VS W17avg evolution of rating & reach W18 VS W17
• 37.
  Source : “Fiction: TV consumption during lockdown” – RMB – Main Belgian French-speaking TV channels RMB analyzed the content offer VS the content consumption on the main French- speaking TV channels in Belgium during lockdown. News displaced fiction SIMILAR CONTENT OFFER, MORE NEWS CONSUMPTION 32% 32% 25% 25% 19% 20% 14% 14% 7% 7% 3% 2% 01/01 - 10/03 11/03 - 26/04 Content offer (program duration)Content consumption (ATV) 39% 41% 43% 42% 37% 32% 34% 32% 33% 30% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 01/01 - 10/03 11/03 - 26/04 Fiction consumption (% volume based on ATV) 39% 32% 23% 34% 17% 16% 13% 13% 6% 5%3% 1% 01/01 - 10/03 11/03 - 26/04 sport entertainment lifestyle knowledge information fiction Greatest gap for 25-34 y.o. Total viewers 15-24 25-34 35-54 + 55
• 38.
  35% 34% 65% 66% 01/01- 10/03 11/03 - 26/04 Popular & action movies accounted for 58% of the movie consumption in the South “LONG FORMAT” FICTIONS MORE POPULAR DURING LOCKDOWN 43% 47% 57% 53% 01/01 - 10/03 11/03 - 26/04 series movies Fiction offer (program duration)Fiction consumption (ATV) 43% 48% 49% 46% 39% 47% 51% 51% 51% 43% 0% 10% 20% 30% 40% 50% 60% 01/01 - 10/03 11/03 - 26/04 Movies consumption (% volume based on ATV) Greatest gap for 35-54 y.o. Total viewers 15-24 25-34 35-54 + 55 NB : During lockdown, thrillers were less popular. The audience favored comedies & action movies Source : “Fiction : TV consumption during lockdown” – RMB – Main Belgian French-speaking TV channels
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  Source: https://dnyuz.com/2020/03/17/fashion-and-masks-in-the-age-of-coronavirus/ FANCY AMASK?
• 40.
  Source: Desk ResearchHavas Media Belgium Sales of masks started in retail on May 5th. Wearing masks mandatory in public transports as from May 4th… MASKS ARE NOW (ALMOST) MANDATORY IN PUBLIC Starting from the 5th of May, supermarkets can sell masks to the consumers. It became mandatory on the 4th of May to wear a face mask in public transportations. BELGIAN SURREALISM?
• 41.
  PROTECTIONS ARE INEVERYONE’S MIND Source: Google trends search volume in Belgium Interest for Hand Sanitizer, Respirator, Surgical mask, Hand washing and Mask (subject). From 06/02/2020 till 06/05/2020 Search volume is huge! • Peak on April 15th Belgian government announces that lockdown measures will continue • Peak on April 25th Day after the Belgian government announced that the exit strategy will start on the 4th of May Interest YouTube Search over time (topics) for: Interest Google Search over time (topics) for: In addition of searching online, people are also looking on YouTube in order to find useful information: • Hand sanitizer fabrication • Mask DIY • Respirator for the health sector
• 42.
  Source: https://marker.medium.com/the-real-reason-every-fashion-company-is-now-making-face-masks-939c2055a3b3 Face masksare not new… in the fashion industry. When masks were mainly designed by high fashion houses, it could become an essential item of our wardrobe FROM CATWALK TO “STREET” WEAR AITOR THROUP MARINE SERREM.M.MPETER PHILIPS GIVENCHY STEPHEN JONES
• 43.
  Source: Havas MediaBelgium Desk Research Now that we’re slowly getting back to normal, consumers must be ready for the exit BRANDED MASKS BECOME A THING The Belgian population is creating groups to help connect people making masks and potential buyers through a solidary network. Belgian fashion houses create masks. The Lego produced masks for the health sector Disney sells face masks of their characters Carrefour is selling face masks in their shops.
• 44.
  BRAND OPTIMISM Building amakeshift cardboard car to be able to get a drive-thru burger… Belgium, homeland of surrealism! We put this case in our #Brandoptimism section as an example of the attachment between brands and consumers. It also features how Havas Brussels decided to mix preventive messages about the crisis with hopeful perspectives with existing creative material from their clients. Optimism for ourselves and our brands in times of COVID-19 #Brandoptimism is our new motto. Inspiration for the optimists! + + +
• 45.
  HAVAS BRAND OPTIMISM In this togetherto do better together WE STAND BEHIND OUR BRANDS HAVAS BRUSSELS cheering up everyone’s mood. With the first phase of the Exit Strategy, it is more necessary than ever to prevent the virus from gaining ground. Havas Brussels decided to mix preventive messages about the crisis with hopeful perspectives. The video re-used sequences of advertisements made for some clients and added simple advices to the mix. As an invitation to continue the efforts undertaken to wipe out the virus.
• 46.
  Orange launched acompetition with 5 sport related challenges created by Belgian athletes. Everyone can participate in order to win the prize (iPhone11). The challenges don’t require specific material. People can use whatever they have at home. Quarantined alone, with your loved one, in a colocation or with family, it didn’t matter to able to compete in this competition. #ResteEnFormeChezToi et #ResteChezToiATaFaçon HAVAS BRAND OPTIMISM A whole in-home Olympic experience! HOME GAMES 2020 BY ORANGE Source: Havas Media Belgium Desk Research
• 47.
  The Belgian Governmenthas decided to open on May 4th the fabric shops in order to facilitate the creation of preventive masks. The population reacted immediately. Materials to create masks were the most wanted. People were really waiting for the re-opening of these shops. Note: it is really important to foreseen which products will be in your consumer’s mind in order to prepare the relevant amount of stocks. BRAND OPTIMISM People were ready for the re-openings of the shops FABRIC SHOPS GETTING BACK TO BUSINESS Source: Havas Media Belgium Desk Research
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  Brussels transportation companySTIB/MIVB is connecting people together in a touching way. The company broadcasts messages to friends and family all over the city via a branded bus. People can record their message either via a voicemail or a type message via Messenger. The bus goes from places to places in Brussels every evening to share these messages to those they are intended for. BRAND OPTIMISM STIB/MIVB shares people’s message to their loved ones OOH SOLUTIONS TO COMFORT & CONNECT PEOPLE Source: Havas Media Belgium Desk Research
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  Brands make ussmile to show they are with usBRAND OPTIMISM CHASING THE GLOOM AWAY WITH HUMOR BPOST meets the challenges. Due to lockdown, the number of delivery packages has drastically increased. In fact, bpost had to handle 2 mio packages more than foreseen. The company handles more than 500.000 packages a day. Source: Havas Media Belgium Desk Research
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  No car ?It’s not a problemBRAND OPTIMISM RE-OPENING DRIVE SERVICES INSPIRE PEOPLE The crave for burger is stronger than the lockdown. A mother-daughter duo in Belgium captured widespread attention after building a makeshift cardboard car to be able to get a McDonald's drive-thru meal despite the coronavirus lockdown. Not owning a car, the pair opted to build their own… Making the employees of McDonald’s smile and laugh! They are regular clients of the fast- food located some 500m from their home, Source: Havas Media Belgium Desk Research
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  06/05/20 Brussels THE END Editorialteam in absolutely no order: Flore Dargent (Havas Media), Maxime Roosens (Havas Media), Maaike De Wae (Havas WW), Alix Joiret (Havas Media), Vanessa Sanctorum (Havas Media) With the kind (moral) support of and knowledge sharing from: Diederick Dekeyzer (Havas Media), Ruben Ceuppens (Havas Media) Contact: vanessa.sanctorum@havasmg.com