In September 2020, we brought together nine experts from the fields of media, advertising, research, and data for our fourth annual GfK Roundtable debate. Their mission was to assess the impact of the ongoing COVID-19 pandemic on media and advertising. With consumers locked down in their own homes, and the coronavirus spreading across the globe, the media industry has proved to be invaluable for news and information as well as entertainment. In this session, we covered a wide range of topics, from the short-term to longer-term impacts of this monumental event.
The crisis has been both a catalyst for changes in lifestyle and media consumption and a stimulus for escalating pre-existing trends. For instance, being cooped up in our homes provided an enforced opportunity to discover new content and technologies. People have not only tried new services, but also explored the capabilities of the connected devices they already owned. In the white paper, we examine what these trends mean for the growth of the media sector and for media measurement.
Not surprisingly, many consumers chose to spend their time catching up on TV shows via streaming content. While the early days of the crisis underlined the primacy of television as the go-to medium, traditional media players and broadcasters have seen competition for viewers’ attention intensify as more people use SVOD and other streaming services.
With content at a premium, the crisis has further strengthened the global media conglomerates at the expense of national and regional media owners. National and regional media groups need to cooperate and collaborate on content, marketing and ad sales if they are to survive and succeed.
Media owners and planners will need to understand and adapt to the impact of post-COVID lifestyle changes. How will media fit into people’s lives? The ‘typical day’ will be even less relevant than before. This will impact key media of outdoor, radio and cinema, as discussed in the white paper:
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