Thursday, April 30, 2020

Communication, the most important asset during coronavirus

A few weeks ago, we were living a completely different reality without the coronavirus pandemic. But unfortunately, it arrived relentlessly, forced us into isolation, cancelled events, devastated sectors of the economy and put us in an unprecedented situation, in which we still do not know how to proceed or defend ourselves.
The reaction of isolated people at home demonstrates that they are more reticent with information that arrives over the internet or mobile, attentive to fake news and better selecting what they share. Press coverage, on the other hand, has become an important beacon of credibility, according to research. The TV medium, which had been losing strength to the online before the pandemic, took a turn from the first weeks of isolation.
Research by Kantar Thermometer showed that about 80% of respondents sought television journalism to inform themselves due to the credibility of traditional TV stations in cases of public calamity, leaving in the background the world of information available on the Internet. Record audiences are being obtained by the main television news, with Jornal Nacional, the most watched television in Brazil, scoring an average of 37 points in Greater São Paulo alone (each point equals 203,000 people) in March and with the same average in the survey conducted by Kantar Ibope Media between April 6 and 12. Quickly, Globo put into practice 11 hours of daily journalism and also began the reprise of its productions, since its current soap operas and series had the recordings interrupted. The movement of all broadcasters to intensify journalism actions will be recurrent as long as the pandemic lasts.
Datafolha research has confirmed that consumer confidence in information is now deposited on TV, radio and print newspapers. This causes amateur content shared via social networks to lose attention. If there is a bright side to the change that the pandemic is causing, it is that fake news is being viewed with a higher level of mistrust. There is more awareness of people not to believe very strongly in any post they read on social networks.
In relation to advertising, some of the biggest brands communicate, on TV and online, with commercials that refer to the pandemic. More than 59% of advertising, on open TV at the end of March, spoke about Covid-19, also revealed by kantar's study, a significant increase since, at the beginning of the same month, only 19% of the campaigns talked about the pandemic. There are about 134 brands running campaigns on the subject.
For 88%, brands should inform their efforts to address the situation. Already 86% say they should talk about how they can be useful in this new reality. And 80% stated that the theme should not be used in any way to promote the brand during the crisis.
Therefore, agencies have the opportunity to show their value to customers, and vehicles as well. But, far beyond selling products, services or promoting the brand, the advertising that will have greater effectiveness and impact is the one that genuinely portrays the concern of brands with this pandemic and their commitment to seek and collaborate with solutions or initiatives that can mitigate people's suffering. Whoever acts this way will surely win when the pandemic passes. It is the time to reinvent a new daily life that will give encouragement to all.
Dudu Godoy
Meio&Mensagem - 28/04/2020 News Item translated automatically
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