Marketers' COVID-19 Messaging Draws 'Positive' Response, Little Change in Brand Favorability

Advertising messages inspired by COVID-19 give viewers “positive feelings,” according to a new survey, but nearly an equal number say it doesn’t generally change how they think about the brand overall.

While over 40% of consumers have positive feelings due to COVID-19-themed messaging, according to FreeWheel, Comcast’s advertising technology company, 34% say “it doesn’t change my feeling towards the brand.”

In addition, around 25% believe “brands should stay away from COVID-19 messaging completely.” Around 60% believe COVID-19-themed messaging could be incorporated into advertising, but only if done “tastefully.”

During the COVID-19 crisis over the last month-and-a-half, with the rise of at-home viewing, consumers say they favor seeing more food and beverage advertising (51%) overall, with financial marketing at 28% and technology at 24%.



More than 80% of consumers say they are watching more TV -- with 32% spending “a couple hours more per week,” 26% are watching two hours more a day, 12% are watching about an hour more per day, and 10% are watching two hours a day more.

The survey, produced by SurveyMonkey for Freewheel, comes from over 1,000 consumers in the U.S. and was conducted on April 20.

1 comment about "Marketers' COVID-19 Messaging Draws 'Positive' Response, Little Change in Brand Favorability".
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  1. Rick Thomas from MediaRich Marketing, April 28, 2020 at 2:21 p.m.

    Now I turn down the volume when commercials air.  That mess about we're all in this together so buy a a new car mess is a bit much.

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