A new survey shows consumers want brands to advertise at about the same level as before the COVID-19 pandemic, but with messaging that acknowledges current events, according to a study from NBCUniversal Advertising Sales.
The study shows that 69% of consumers want to see brands referencing current events -- including COVID-19 and other important issues -- and says about 81% are more likely to buy from and use brands that "help others when it’s needed most.”
When asked whether brands should advertise more, less or at the same level of advertising during a pandemic, around 61% of consumers want to see the same amount of advertising. About 24% said they would like more communication, and roughly 15% said they would like to see less advertising.
Almost three-quarters of consumers (72%) plan to be "more thoughtful about" brands they support post-crisis. At the same time, 69% say they plan to continue their usual spending after the pandemic crisis.
The research was collected from March 20 through May 15 among 6,130 U.S. video viewers age 18 and older who watch five or more hours a week of TV and video content.