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COVID-19: Media Consumption Trends During Lockdown. MAY 2020

Exec Summary

  • COVID-19 has created a massive water cooler effect.
  • Significant increases in News is driving broader consumption across FTA TV & online news sites.
  • People have taken advantage of the lockdown to explore their passions and interests.
  • YouTube not just an entertainment channel but a “how-to” channel.
  • Search terms for more information significantly increased.
  • But so have much more emotional & empathetic search terms.

Search

Five behaviours reflected in how people are searching.

Google has seen a +3.4% increase in users.

Source 1 : Google Trends compared to last year March & April avg. Source 2 : Nielsen Measurement Update March 2020. Source 3 : Think with google

+37% increase in questions on search.

Users are looking for clear, specific information about where, how, why and when to get the things and information they need since the outbreak.

Source: Google Trends compared to last year March & April avg

Interest for products across several categories increased during level 4.

Source: Google Trends compared to last year March & April avg

Television & Video

Significant increase in People Using Television (PUTs).

PUTs are up an average of +36% across all time zones, compared to 4 weeks prior to lockdown.

Source: TV Map 2020: PUTs, AP25-54
Source: TV Map 2020: PUTs, AP25-54
Source: TV Map 2020: PUTs, AP25-54

Ratings up +20% in peak, in week 1 of lockdown across main FTA channels: TV1, TV2 and TV3.

Peak ratings are generally holding - both Friday and Saturday are strong as people are forced to stay home.

Source: TV Map 2020: Peak Ratings, AP25-54 (Channels TV1, TV2, TV3)

Not surprisingly, a lot more people are watching the News.

1 News in particular has seen a +90% increase in the millennial audience.

Increase in viewing during lockdown compared to 4 weeks prior

  • +45% AP 5+
  • +90% AP 18-39
  • +68% AP 25-54
  • +37% AP 50+
  • +52% AP 5+
  • +65% AP 18-39
  • +59% AP 25-54
  • +39% AP 50+

Source 1: TV Map 2020: Cume Reach 000s, AP5+, 18:00 - 19:00, 12th - 18th Apr. Source 2: TV Map 2020: 18:00 - 19:00 Ratings, WC 23rd Feb - 15th Mar vs WC 22nd Mar - 12th Apr

SKY TV has seen a massive increase in movies.

With the lack of live sport, SKY TV customers are turning to movies as an alternative. The audience across movie channels is up an average of +82% across all time zones, compared to 4 weeks prior to lockdown.

Source: TV Map 2020: SKY Movies Extra, SKY Movies Greats and SKY Movies Premiere, AP 25-54

TVNZ OnDemand viewing has increased over the lockdown.

Source: TVNZ - Nielsen Market Intelligence

3Now Live streams also high, albeit off a smaller base.

A +185% increase in streams this year to its peak in early lockdown at the end of March.

Source: Mediaworks and Nielsen Market Intelligence.

Large increase in younger YouTube watchers.

+36% of users say that their time on YouTube has increased. Driven by 18-29s and 30-49s.

Source: YouTube New Zealand - ‘State of YouTube’ April 2020

People are reconnecting to passions and leisure activities.

YouTube reports a large increase in viewing of videos in regard to gardening, art, learning new skills, cooking and ways to cope with stresses.

Source: YouTube New Zealand - ‘State of YouTube’ April 2020

Local News

NZ Herald experiencing large increases in Unique Browsers and Page Impressions.

Early April +33% compared to the weekly average across Jan-March. The Level 4 announcement resulted in 2.3 million unique browsers.

Source: Nielsen Market Intelligence Domestic Traffic March 2020 compared to February 2020

Stuff.co.nz peaking at lockdown announcement.

Unique browsers +31% compared to pre Covid-19. The Level 4 announcement had more unique browsers than the Christchurch shooting.

Source: Stuff.co.nz and Nielsen Market Intelligence. *Unique daily UB’s up by 31%, 15/4 to 21/4 vs average YTD

Out of Home

With traffic counts non-existent, OOH suppliers have taken the opportunity to showcase their product’s creative potential, as well as doing-good for the community.

Where to next?

  • Kiwis have re-connected with mainstream media more than ever before
  • Driven primarily by news & current affairs
  • With the likelihood the Kiwis will become more conservative with their discretionary income, there is the potential for a lag effect, as behaviours change post lockdown
  • Of further interest was the increase in search terms & consumption of content relating to passions & interests
  • We would expect to see this trend continue - and be one that businesses and brands should look to exploit

For all feedback and questions please contact:

Andrew Reinholds

Head of Media

andrew.reinholds@stanleyst.nz