ThinkTV and Ipsos recently released two reports, one titled “TV in a Pandemic: Our Attitudes and Behaviours” and the other “Commercials During COVID: Canadians Have Their Say”. These studies contain some valuable insights for advertisers with regards to consumer behaviours.
Here are some key takeaways:
TV in a Pandemic: Our Attitudes and Behaviours
During the pandemic (March 11 to present date of publication), Canadians said they’re watching an average of 4.2 hours of TV per day. The top 3 reasons for watching were for entertainment (67%), to relax (57%), and to stay informed (55%). Over half of TV time is spent watching alone, which those surveyed said they did more often than normal.
TV is the most trusted form of advertising for Canadians and based on the sample people are spending 44% more time tuning into the news with 19% more trust.
30% of Canadians have tried a new product or service in the last 4 weeks and 33% of Canadians feel they are more likely to try new brands, products or services once restrictions are lifted.
During the pandemic, Canadians are most likely to want advertising to focus on their well-being and security. They are looking to ads to make them feel hopeful, safe, and informed.
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