The research took place from mid-April to early May, when consumers where still in or just exiting lockdown and covers 10 key EMEA markets: France, GCC (Saudi Arabia, UAE, Bahrain, Kuwait, Qatar), Germany, Greece, Italy, Netherlands, Romania, Spain, Sweden and the UK.
It is the first time that diverse markets have been examined comparatively in order to discern local idiosyncrasies in consumer attitudes towards advertising during a crisis. The study addresses critical questions for marketers and media planners such as consumers’ expectations from brands during the pandemic, as well as acceptance levels of ad adjacency next to COVID-related content across industry verticals such as Food and Beverage, Telcos, Banking/Insurance, Government, Pharmaceuticals, Automotive, Fashion and Beauty.
Odysseas Ntotsikas, Founder of Project Agora and Union’s Board Member, said: “Our industry has at times been plagued by stereotypes and an efficient yet ineffective one-size-fits-all approach. Addressing this chronic problem has become an urgent imperative of the current crisis, and understanding critical differences between countries, while working with local players that have in-depth knowledge, so as to apply these insights into communication strategy, should be a cornerstone of the solution. Now more than ever, local context matters“.
The full research can be downloaded here: https://bit.ly/36CNfDk