COVID-19 // Netherlands POV Vol.1

COVID-19 // Netherlands POV Vol.1

• 1.
  HAVAS MEDIA UPDATE July2020
• 2.
  Media update It’s beena while since our last update. A lot has changed, so we are going to start by giving you a short overview of the current situation and how the virus is still affecting the daily lives of people. Also in this July edition: how are the differences between industries in coping with the crisis perceived by consumers? And what makes brands meaningful further along the COVID-19 crisis? We will give you an update. And of course there’s the latest update of the media channels performance. Enjoy!
• 3.
  Index 1. Current situation 2.Update media performance 3. Update category & brand impact
• 4.
  Current Situation
• 5.
  COVID-19 still hasa big impact on our lives 404.000 people are unemployed in June (4,3% of the working population), apposed to in 274.000 (2,9%) in February. SOURCE: CBS think there will be a second wave of the virus. And if there were one, 87% would mind this. SOURCE: RIVMSOURCE: RIVM of Dutch consumers experience (a lot of) stress due to COVID-19. SOURCE: RIVM of Dutch consumers feel this COVID-19 crisis will have a permanent impact on their lives. SOURCE: Havas Media Netherlands COVID-19 study (week 25) of Dutch consumers is worried about the health of their family. 5 7 % 2 0 % 5 9 % + 4 7 % 6 5 %
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  People think twice before spending money Theconsumer's mind set is pessimistic. Even though lots of COVID-19 measures have been loosened the last couple of weeks, people still do not have a lot of trust in the economy. The willingness to buy among the Dutch consumer has dropped dramatically from 1 in February 2020 to -10 in July. SOURCE: CBS SOURCE: Havas Media Netherlands COVID-19 study (week 20 & week 25) 35% 46% 36% The corona crisis is currently affecting my financial situation I expect the corona crisis to affect my financial situation in the future. Because of the corona crisis I'm postponing larger purchases indefinitely
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  But COVID-19 hasalso changed our priorities have more contact with friends and/or family than before COVID-1935% 51% enjoy their time with family and kids more intensely now SOURCE: Havas Media Netherlands COVID-19 study
• 8.
  Update Media Performance
• 9.
  Access to informationis more important than ever As you can see, each channel serves a different purpose. But for a lot of media the role of providing information is very important to people these days. The internet, tv and magazines serve the highest number of roles*. 78% 83% 41% 66% 84% 41% 25% 62% 14% 8% 35% 82% 63% 50% 77% 19% 28% 29% 57% 70% 68% 66% 40% 62% 33% 19% 23% 26% 28% 51% 14% 12% 18% 27% 66% 22% 15% 23% 21% 10% 20% 13% 44% 56% 20% 16% 40% 28% 13% 26% 17% 25% 51% 42% 18% 15% 14% 13% 15% TV Internet Social Media Radio Newspaper Podcasts Influencers Magazines Streaming Video Streaming music TV on Demand Inform Entertain Inspire Help Teach Connect W h a t r o l e s h o u l d m e d i a p l a y f o r y o u t h e s e d a y s ? SOURCE: Havas Media Netherlands COVID-19 study (week 30) *People were able to choose multiple roles, that’s why the height of the columns varies and why some percentages may add up to >100%.
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  Trust in mediafor COVID info is low TRUST MEDIA TRUST FRIENDS & FAMILY TRUST KNOWN EXPERTS TRUST GOVERNMENT 7 4 % 5 6 % 5 7 % 3 7 % People have the most trust in known experts when it comes to COVID-19 information Trust in media for COVID-19 information is low at the moment. However, there are big differences between channels – as shown in our previous study. And our Meaningful Media Brands® study shows that these differences are even bigger between specific media brands. In this study we’ve measured levels of trust and several other metrics, on a brand level. At Havas we use these data to create a meaningful connection between media and brands.
• 11.
  TV viewing time VIEWINGTIME INCREASED THE FIRST WEEKS OF THE LOCKDOWN AND IS NOW BACK TO A NORMAL LEVEL Source: SKO 0 50 100 150 200 250 300 week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 week 9 week 10 week 11 week 12 week 13 week 14 week 15 week 16 week 17 week 18 week 19 week 20 week 21 week 22 week 23 week 24 week 25 week 26 week 27 week 28 week 29 week 30 Heavy viewers 2019 Heavy viewers 2020 Light viewers 2019 Light viewers 2020 L O C K D O W NP A T I E N T Z E R O N L
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  0 2.000 4.000 6.000 8.000 10.000 12.000 Wk 1 Wk2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10Wk 11Wk 12Wk 13Wk 14Wk 15Wk 16Wk 17Wk 18Wk 19Wk 20Wk 21Wk 22Wk 23Wk 24Wk 25Wk 26Wk 27Wk 28Wk 29 X1.000 YouTube Netflix Disney+ KIJK.nl Videoland RTL XL Amazon Prime Video Reach video platforms AFTER AN INCREASE AT THE BEGINNING OF THE LOCKDOWN, YOUTUBE’S REACH IS BACK TO THE PRE-COVID LEVEL L O C K D O W NP A T I E N T Z E R O N L Source: GfK DAM
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  0 2.000 4.000 6.000 8.000 10.000 12.000 Wk 1 Wk2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10Wk 11Wk 12Wk 13Wk 14Wk 15Wk 16Wk 17Wk 18Wk 19Wk 20Wk 21Wk 22Wk 23Wk 24Wk 25Wk 26Wk 27Wk 28Wk 29 X1.000 YouTube Netflix Disney+ KIJK.nl Videoland RTL XL Amazon Prime Video Reach video platforms AFTER A PERIOD OF GROWTH, DISNEY+ AND KIJK’S REACH KEEPS ON DECLINING L O C K D O W NP A T I E N T Z E R O N L 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12 Wk 13 Wk 14 Wk 15 Wk 16 Wk 17 Wk 18 Wk 19 Wk 20 Wk 21 Wk 22 Wk 23 Wk 24 Wk 25 Wk 26 Wk 27 Wk 28 Wk 29 Disney+ KIJK.nl Videoland RTL XL Amazon Prime Video Source: GfK DAM
• 14.
  Reach social media 0 2.000 4.000 6.000 8.000 10.000 12.000 14.000 Wk1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12 Wk 13 Wk 14 Wk 15 Wk 16 Wk 17 Wk 18 Wk 19 Wk 20 Wk 21 Wk 22 Wk 23 Wk 24 Wk 25 Wk 26 Wk 27 Wk 28 Wk 29 X1.000 Facebook Instagram Twitter LinkedIn Pinterest INSTAGRAM IS THE ONLY CHANNEL WHOSE REACH IS STILL SLIGHTLY HIGHER THAN BEFORE THE LOCKDOWN Source: GfK DAM L O C K D O W NP A T I E N T Z E R O N L
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  Reach digital newsmedia 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10Wk 11Wk 12Wk 13Wk 14Wk 15Wk 16Wk 17Wk 18Wk 19Wk 20Wk 21Wk 22Wk 23Wk 24Wk 25Wk 26Wk 27Wk 28Wk 29 X1.000 NOS NU.nl AD Telegraaf RTL nieuws de Volkskrant NRC WE SEE A SMALL DROP IN NEWS MEDIA REACH, NOW EVEN A BIT LOWER THAN BEFORE COVID, WHICH MIGHT HAVE TO DO WITH SUMMER BREAK L O C K D O W NP A T I E N T Z E R O N L Source: GfK DAM
• 16.
  Reach online retailers 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 9.000 Wk1Wk 2Wk 3Wk 4Wk 5Wk 6Wk 7Wk 8Wk 9 Wk 10 Wk 11 Wk 12 Wk 13 Wk 14 Wk 15 Wk 16 Wk 17 Wk 18 Wk 19 Wk 20 Wk 21 Wk 22 Wk 23 Wk 24 Wk 25 Wk 26 Wk 27 Wk 28 Wk 29 X1.000 Bol.com AH Aliexpress Mediamarkt Wehkamp Amazon Coolblue Zalando Picnic Intertoys THE REACH OF ONLINE RETAILERS REMAINS STABLE L O C K D O W NP A T I E N T Z E R O N L Even though the reach of the websites and apps of the selected online retailers remain stable throughout the crisis, the online sales are increasing enormously by 45% in June versus last year. SOURCE: CBS Source: GfK DAM
• 17.
  0 1.000 2.000 3.000 4.000 5.000 6.000 Wk 1 Wk2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10Wk 11Wk 12Wk 13Wk 14Wk 15Wk 16Wk 17Wk 18Wk 19Wk 20Wk 21Wk 22Wk 23Wk 24Wk 25Wk 26Wk 27Wk 28Wk 29 X1.000 Apple Music Spotify YouTube Music Reach Music Streaming services STREAMING SERVICES REMAINED STABLE DURING THE START OF THE LOCKDOWN AND SPOTIFY IS STILL QUITE STEADY L O C K D O W NP A T I E N T Z E R O N L Source: GfK DAM
• 18.
  Overall media take out Af t e r s e e i n g a n i n c r e a s e i n m e d i a c o n s u m p t i o n i n t h e f i r s t w e e k s o f t h e C O V I D - 1 9 c r i s i s - e s p e c i a l l y f o r t v a n d o n l i n e n e w s c h a n n e l s - t h e m e d i a r e a c h l e v e l s a r e n o w b a c k t o n o r m a l a n d r e m a i n s t a b l e f o r m o s t o f t h e c h a n n e l s . S o m e c h a n n e l s s t i l l b e n e f i t f r o m t h e i r g r o w t h c a u s e d b y t h e c r i s i s , f o r i n s t a n c e I n s t a g r a m , b u t m o s t c h a n n e l s w e r e n o t a b l e t o h o l d t h e i r a u d i e n c e s .
• 19.
  Update category & brand impact
• 20.
  People feel certain industries deserve support morethan others Especially hospitality, transportation, travel and entertainment are having very tough times right now. The Dutch government financially supports companies in need. The Dutch consumer feels this support is especially needed for hospitality and public transport industry and not so much for automotive and financial services. SOURCE: Havas Media Netherlands COVID-19 study (week 27) 78% 66% 59% 57% 56% 50% 49% 46% 26% 25% (very)important To w h a t e x t e n t d o y o u c o n s i d e r i t i m p o r t a n t t h a t t h e f o l l o w i n g s e c t o r s a r e s u p p o r t e d ?
• 21.
  Consumers do not havea very pronounced opinion on how industries handled the crisis This might have to do with the fact that most industries did not take obvious measures. Except for some crucial industries like healthcare and grocery stores, which have responded very well to the crisis according to Dutch consumers. SOURCE: Havas Media Netherlands COVID-19 study (week 30) 6% 7% 6% 7% 5% 8% 6% 7% 9% 8% 12% 7% 9% 15% 21% 35% 22% 21% 15% 16% 20% 19% 24% 24% 25% 28% 30% 37% 37% 31% 47% 39% 54% 44% 65% 65% 63% 61% 65% 64% 53% 55% 44% 51% 44% 47% 25% 21% 12% 20% 10% 9% 9% 7% 3% 4% 9% 5% 13% 4% 6% 5% 6% 5% 6% 8% 4% 3% 4% 5% 1% 2% 5% 3% 2% 1% 5% 2% 0% 0% Tourism Airlines Automotive Financial Services Insurance Alcoholic Beverages Telecom Apparel and Footwear Health Insurance Food & Non-Alcoholic Beverages Sports Personal Care Horeca Entertainment (e.g. Netflix) Grocery Healthcare Very well Somewhat well Neutraal Not very well Not well at all I n y o u r m i n d , h o w w e l l h a s e a c h o f t h e i n d u s t r i e s b e l o w r e s p o n d e d t o t h e i r c u s t o m e r s ’ n e e d s d u r i n g t h e C O V I D - 1 9 c r i s i s ? R E S P O N D E D V E R Y W E L L R E S P O N D E D W E L L N E U T R A L R O O M F O R I M P R O V E M E N T
• 22.
  Today’s response willimpact tomorrow’s purchases agree that they’ll think twice about doing business with brands who didn’t respond well to the COVID-19 crisis, once we emerge from the crisis agree that after we emerge from the COVID-19 crisis, brands need to demonstrate that they care for their employees to win my business SOURCE: Havas Media Netherlands COVID-19 study 43% 45% agree that brands that respond well to the COVID-19 crisis will win my loyalty going forward50%
• 23.
  COVID-19 influences the customer journey Thecurrent crisis is a forced transformation: it shows us business-as-usual is not sustainable and makes us see that change is possible. Experts predict that after COVID- 19 consumers will want to know more about the origin of products, that sustainability will become more important and that people expect transparency from companies. Online shopping – which has grown exponentially during the crisis – will make transparency even more important. People are doing more research online before they shop. Consumers want to know what brands stand for and what they contribute to society. Brands need to add meaning. 3 7 % of Dutch consumers make purchase decisions more consciously since the corona crisis SOURCE: Havas Media Netherlands COVID-19 study (week 27 & week 30) 3 5 % take more time to do thorough research before shopping 5 2 % find it (very) important that companies are transparent and honest about its activities and communications
• 24.
  +350,000 citizens +1,800 brands 22industries Study MB 31markets Havas Meaningful Brands® study ongoing for +10 years Meaningful Brands® is the first global study to show how quality of life and wellbeing connects with brands at a business level and measures the benefits brands bring to our lives. It is unique in both scale and scope. The research covers all aspects of people’s lives, including the roles brands play in society, in our personal wellbeing making our lives easier and product performance.
• 25.
  But what makesa brand meaningful? MB INDEX = Brand Performance + KPIs Personal benefits Does the product or service deliver? Collective benefits Functional benefits FUNCTIONAL PHYSICAL GOV/ETHICS ENVIRONMENT COMMUNITY WORKPLACE ECONOMY ORGANISATIONAL FINANCIAL INTELLECTUAL SOCIAL EMOTIONAL NATURAL How brands improve peoples’ lives? What’s their role in society? PRE-COVID: 29% PRE-COVID: 27% PRE-COVID: 44% 1. 2. 3.
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  As COVID-19 stabilizes,functional benefits become more important again, like before the crisis 1. Treat employees fairly 2. Protect employees against the virus 3. Be transparent about activities/communications 4. Good workplace 1. Delivers what it promises/says 2. Offers goodquality products/services 3. Listen & respect 4. Fair prices 5. Safe and responsible products 1. Helps mestay healthy Where the collective benefits became more important at the beginning of the crisis, we now see the role of functional benefits becomes bigger again. COVID-19 has made listening to consumers and offering responsible products even more important. And facing a financial crisis, the importance of fair prices has also gone up. As the number of infections stabilizes, the protection of employees against the virus has become less important to people. Treating employees fairly has become even more important though. 2. 1. 3. Collective benefits (#3 pre-COVID, #1 April) Functional benefits (#1 pre-COVID, #2 April) Personal benefits (#2pre-COVID, #3April) 53% 47% 48% 43% 65% 47% 62% 59% 59% 58% 0% 10% 20% 30% 40% 50% 60% 70% Jobs Benefits the EconomyComm. Development Good Workplace Energy PROTECT EMPL. CORONA Ethical Charities Sustainable Sourcing Sust. Leader Invests Diversity Recycling Transparent Local Suppliers Soc. Committed Env. Committed EMPLOYEES Belonging Good Habits Closer to People Peace of Mind Savings HEALTHYConnectingFitterSelf-Esteem Me Happier Financ. Gains Life Satisfaction Save Time My Best Enabler Skills New Ideas Sense of Purpose Show-off/Pride Life Easier DELIVERS Range Good Quality Prods Innovative Cat. Leader Listen & Respect Useful Prods Fair Prices Labeling Safe & Responsible ProdsCo. Interactions April '20 July '20 EMPLOYEES PROTECT EMPLOYEES AGAINST VIRUS DELIVERS GOOD QUALITY PRODUCTS HEALTY LISTEN & RESPECT FAIR PRICES SAFE & RESPONSIBLE PRODS Source: Havas Media Netherlands COVID-19 study (April & July 2020) RECYCLING SUBSTAINABLE SOURCING ENVIRONMENTALLY COMMITTED LOCAL SUPPLIERS
• 27.
  Brand take outs AC T Actions speak louder than words. The way you respond to this crisis, still makes a difference to consumers. B E T R A N S P A R E N T This crisis is a wake-up call to consumers. They’re getting more demanding and are willing to invest time in their purchase decisions. Be open about your activities, origin of products and let your employees play a central part in this. M E A N G F U L M E D I A Connect with Meaningful Media and let them help you in this transformation we are all going through.
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  THANK YOU IF YOUHAVE ANY QUESTIONS PLEASE CONTACT Judith Dudok Research Lead judith.dudok@havasmedia.com +31 (0)6 547 60 647