Advertising During the COVID-19 Outbreak: What Audiences Want

Most people believe that brands should continue to advertise during the COVID-19 outbreak, but the content of their campaigns should be changed to address the situation. According to recent research from Unruly, only 2% of respondents believe that brands should pause advertising during this time.

The majority of respondents want brands to deliver advertising that shows how companies are supporting their staff and customers, provides informative messaging about COVID-19, creates a positive or funny distraction, provides a sense of continuity and normality, and highlights how they are supporting good causes. Consumers mostly want to see advertising that makes them feel informed (49%), warm/happy (37%), and inspired (33%).

The report was based on data conducted in March 2020 among 489 consumers in the United States age 18 and older.