Comscore-COVID-19期间媒体使用情况（英文）-2020.4-36页_3mb

Summary of Media Consumption During the COVID-19 Pandemic

Core Content

This document provides an overview of how media consumption patterns changed during the early stages of the COVID-19 pandemic, focusing on television, over-the-top (OTT) streaming, and digital platforms. It highlights the impact of the crisis on advertising and content strategies and offers insights on how advertisers can adapt.

Main Trends and Insights

Television Observations

• Local TV viewing increased significantly in 2020 compared to 2019, especially during daytime and early fringe hours.
• Big four broadcast networks saw an increase of nearly 19% in viewership during the week of March 16–20, 2020, compared to the same week in 2019.
• Cable news networks experienced a dramatic rise in viewership, with an increase of 73% for the aggregate of seven networks during the same period.
• Local newscasts had a notable increase in viewership in the top 10 markets, with an average of 11% growth in the week of March 16 compared to March 9.

OTT Observations

• OTT streaming on connected TVs and streaming boxes/sticks increased significantly during the pandemic. Connected TV usage grew by 29% and streaming boxes/sticks by 43% year-over-year from March 1–16, 2019 to March 1–16, 2020.
• The "big four" streaming services (Netflix, Hulu, Amazon Prime, and Disney+) still dominate OTT hours viewed on both connected TVs and streaming boxes/sticks.
• OTT usage surged further when comparing the four most recent days of data, with connected TV up 39% and streaming boxes/sticks up 47% year-over-year.

Digital Observations

• In-home data usage increased across multiple devices, with gaming consoles, smart speakers, and streaming boxes/sticks seeing the most growth.
• Digital visits to key categories showed significant changes:
  • Education increased by 18%
  • Family & Youth Education increased by 115%
  • Government (CDC, NIH, WHO) increased by 299%
  • News (excluding weather) increased by 45%
  • Travel decreased by 34%, with specific subcategories like airlines and hotels also seeing declines.
• Retail saw a modest increase in digital visits, with Amazon, Walmart, Target, Costco, and Best Buy being the main contributors.

Key Adjustments for Advertisers

• Media planning needs to adapt to real-time content consumption and shifting audience behaviors.
• Transacting requires adjusting media investments to reach target audiences when certain programming is canceled or postponed.
• Evaluation of media impact must be flexible to optimize future spending in a rapidly changing media landscape.

Comscore Advanced Audiences

• Comscore offers audience targeting based on demographics, TV viewing habits, OTT consumption, and device usage.
• It provides nuanced brand suitability segments that help advertisers avoid content associated with the pandemic based on their risk tolerance.
• These segments include:
  • Safe from Epidemic – High Risk: Avoids content with negative stories, such as deaths related to the virus.
  • Safe from Epidemic – Low Risk: Avoids educational, celebrity news, and preparedness content related to the virus.
• Comscore's brand safety tools allow for real-time updates and machine learning-based categorization, ensuring segments evolve with new terminology.

Comscore Partnerships

• Comscore collaborates with various platforms and partners, including LiveRamp, Centro, Neustar, Oracle Data Cloud, Adikteev, The Trade Desk, and TRUOPTIK, to provide cross-platform data and activation capabilities.

Call to Action

• Comscore provides ongoing updates and data insights on its website and through Coffee with Comscore webinars.
• Advertisers are encouraged to sign up for notifications to stay informed about new insights and data.

Conclusion

The pandemic significantly altered media consumption patterns, with increased reliance on local, cable, and digital news sources, higher daytime and early fringe TV viewing, and a surge in OTT streaming and in-home data usage. Advertisers must adapt their strategies using real-time data and nuanced brand suitability segments to navigate the evolving media landscape effectively.