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Successful communicationduring the Corona crisis

#3 The effects of the Corona crisis on

media usage behaviorDüsseldorf, March 2020

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A central development throughout the crisis: Media is becoming more important than ever!

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Why is media usage changing in the Corona crisis?

INFORMATION

SOCIAL CONNECTION

ENTERTAINMENT, ESCAPISM

INSPIRATION, SELF-OPTIMISATION

People's lives are changing radically Media functions massively gain in importance

Insecurity, existential fears

Much more time at home, much less time away

Fewer personal social contacts

Elimination of 'real' cultural life & leisure activities

44

Do I use more often than before the Corona crisis in %This affects the frequency of use of the various media channels

Source: [m]Science Germany March 2020

403232

2322

2120

1919

1814

1312

1010

96

Internet surfing

State TV

Messenger services

Social networks

Apps smartphone / tablet

Radio

Media center state TV channels

Private TV

Pay TV / streaming

Video portals (e.g. Youtube)

Computer-/video games

Media center private TV channels

Newspapers

Magazines

Music streaming (e.g. Spotify)

Podcasts

Gaming / gaming channels (e.g. Twitch)

55

And also on the type of use and the content consumed

INFORMATION SOCIAL CONNECTIONENTERTAINMENT, ESCAPISM

INSPIRATION, SELF-OPTIMISATION

Food/cooking/nutrition is currently the second most popular media topic after news Furnishing/ living/ decorating are also popular themes for 15% of Germans in the crisis

Virtual fitness courses, fitness apps and workout playlists at Spotify are in high demand

20% use more TV streaming than before the crisisDemand at Sky Entertainment +40%Search queries for streaming subscriptions increase significantly21% of people watch more series and films than before the crisis14% use more computer and video games

Source: [m]Science Germany March 2020

23% use more social media

32% use more messenger services

Facebook and Instagram in particular are used more than before the crisis

TV regains its campfire function in the family

News is by far the most sought-after media content, with 69% of the totalTrust becomes a success factor32% use more public TVWinning media brands that stand for serious journalismSocial media is much less relevant here

66

69%

41%

30%

22%

21%

17%

15%

14%

14%

13%

11%

11%

6%

6%

News/Politics

Food/Cooking/Recipes

Music

Technology/Electronics

Sport/Fitness

DIY

Furnishing/Decorations

Comedy

Computer games & consoles

Lifestyle/Everyday life

Handicrafts

Fashion

Painting/Drawing

Beauty & Make-up

Topics of interest within media channels also reflect these necessity-based dimensions

Aktuelles Themeninteresse

Source: [m]Science Germany March 2020

INFORMATION

ENTERTAINMENT, ESCAPISM

INSPIRATION, SELF-OPTIMISATION

77

TV wins especially within young target groups <40y, who normally consume TV less and less linear

Reach increases not only in prime time, but especially in the daypart time slots throughout the day.

Reach is increasing in the younger target groups, which are otherwise difficult to reach via linear TV

Source: AGF/GfK Fernsehforschung

93 94100 102104

98101 101

122

103 104 101

60

70

80

90

100

110

120

130

TP 14-19 TP 20-39 TP 40-59 TP 60+

Ø Weekly net reachIndex 2020 vs. 2019

CW4 CW8 CW12

108112

110112

102105

98103

06 am-09 am09 am-01 pm01 pm-05 pm05 pm-07 pm07 pm-11 pm11 pm-01 am01 am-06 amAll timescales

Ø net reach per timescale(CW 12)Index 2020 vs. 2019

88

The analysis of selected formats in the (pre-)evening segment prove that "campfire medium" TV is re-gaining importance

Index KW 12/2020 vs. 12/2019

TP 14+

TP 20-49

TP 50+

M 20-49

M 50+

F 20-49

F 50+

In the first week of far-reaching exit restrictions, households seem to watch more TV together, especially in the evening.

This is shown, for example, by the increased reach in the male target group of "Germany's next Topmodel".

Another trend: Younger people are increasingly turning to the public broadcasters again to follow the latest news there.

104

104

111

98

138

106

102

110

112

106

99

111

117

104

109 132

146 214

100 124

137 256

102 123

156 186

99 125

Source: AGF/GfK Fernsehforschung

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The Corona crisis is also reflected in programming content - below are some examples:

„Die Quarantäne-WG“RTL, 20:15 Uhr

ab Montag, 23. März

„LUKE, allein zuhaus“Sat.1, 18:00 Uhr

ab Montag, 23. März

„Pro 7 Live: Deutschland fragt zu Corona“Pro 7, 20:15 Uhr

Mittwoch, 25. März

1010

Print could profit from the crisis: Subscription figures are rising and the food retail trade remains a sales channelDistribution continues to be guaranteed by a high subscription rate for both daily newspapers and popular magazines.In addition, current scanner data in the retail trade show that customers buy their newspapers and magazines there (uplift up to 20%)

Source: GroupM | [m]Science Germany March 2020

In uncertain times, print is once again gaining importance as a medium of trust:

Every 10th respondentindicates that in the current situation he/she consumes newspapers or magazines more frequently.

43% say they use newspapers to find out about the Coronavirus - this puts the medium in fifth place behind the state channels on TV, internet, friends/acquaintances and radio.

Newspapers, along with radio and the state channels on TV, are among the

most credible sources of information.

1111

The OoH ranges are temporarily decreasing due to the initial restrictions As demanded and promoted by politicians, public transport, rail and air travel are used less frequently - pedestrian frequency in the city centers is also declining significantly.

0

20.000

40.000

60.000

80.000

100.000

Weekend 14./15.3. Weekend vom 22./23.3.

-71% -79% -80% -80% -81% -82% -83% -84% -86% -87% -87% -87% -88%

Within the large cities, a significant decline in pedestrian frequency has been observed since week 12 at the latest:

Source: Teralytics via BILD.de, 21.03.2020 | Hystreet.com via SPIEGEL ONLINE, 25.03.2020

-8% Declining mobility

within cities

1212

Audio also benefits from the increased need for information, but also fulfils other functions

Classic Radio

Decline in drive-time ranges expected due to less mobility and commuting

21% of Germans nevertheless say that they currently listen to more radio*

Web Radio, Music Streaming and Podcasts

Web Radio is expected to grow significantly (RTL Web Radio 40% +)

23% of Gen Z say they use significantly more audio streaming than before the crisis

9% of Germans say they listen to more podcasts than before the crisis

Current Podcast Charts

Currently popular Playlists

Focus & Concentration Workout Sessions

Cooking & Dinner

Gaming

Tank positive Energy

Soulfood & Wellness

Source: GWI Corona Virus Research March 2020 | [m]Science Germany March 2020 | IP Deutschland | Spotify

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Social media is being used more - but less to obtain reliable information about the crisis

In times of physical distance, the desire for social proximity increases...

23% of respondents indicate that they use social media more often in the

current crisis than before.

Source: [m]Science Germany March 2020

70%

56%

55%

25%

60%

22%

44%

6%

...but users rely on established media for valid information about Corona

uses sources of information

Credibility of information sources used (Top 4-5)

State TV (e.g. ARD, ZDF)

Internet surfing

Radio

Social Networks (e.g. Facebook,

Instagram)

1414

News portals on the internet partly double their traffic

6,2

6,1

2,8

6,7

2,6

5,9

8,2

3,4

3,5

1,7

4,0

1,6

4,0

6,6

n-tv

Welt.de

stern

SpiegelOnline

ZEIT Online

Focus Online

BILD.de

Daily Unique Users in MillionsØ 12.3.-19.3. Ø 13.2.-11.3.

+80%

+74%

+67%

+66%

+62%

+48%

+24%

The TV news brands n-tv and WELT in particular were able to significantly increase their traffic figures during the crisis.

Source: AGOF 2020 (via Mediengruppe RTL)

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YouTube is also one of the big winners in the crisis, because the content within the platform cover many relevant needs

During the crisis, 11 times as much

news content is consumed on YouTube than before

Cooking & Recipes

Stress management

Learning & Study+49%views

+52%views

+38%views

+57%uploads

Source: Google / Yotube global

At home workouts

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Google Search becomes even more important in times of crisis and uncertainty

Users look for answers to the most important questions, but also for further sources of information and live tickers.

28.01.First Corona infected in

Germany

9.2.Orcan

„Sabine“ in GER

24.2.Corona-

infection of couple in

Heinzberg

13.3.Stepwise closing of

schools, cancellation of

Bundesliga matchday

Source: Google Trends

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Conclusion: What does changed media use mean for advertisers?

General media use is increasing across almost all channels.

Advertisers can benefit from high reach and high involvement in content/programs.

The crisis also causes a slight 'defragmentation effect’.For example, younger people can currently be reached better via TV again.

But: Sensitivity in advertising within news environments is absolutely necessary!

It is more important than ever to tailor content to people's needs and media functions! Choose contexts carefully.

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Please stay healthy and look after yourselves.

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And when you need help – regardless of the topic – you can contact your MediaCom Team at any time.