Changing media behaviour
Published on 30 06 2020Article Lucas Hulsebos – CEO
In this special we have focused on the theme of media. The idea behind this theme stems from the advice to continue investing in media during a crisis. Previous analyses have shown that the companies that did so, have emerged from the crisis more strongly than the companies that didn’t continue investing. At the same time, we see that despite this advice, overall media spending has fallen sharply. To understand the rationale behind these declines, we have addressed this theme in conversations we have had with marketers in the DVJ Brand Growth programme. The main findings are summarised in this article. In addition, to provide advertisers with insights into how to make optimal use of media during this crisis and to make each GRP work harder (which makes it easier to justify new investments in media, even now), we also asked consumers what the perceptions are about their own media behaviour, supplemented with registration of the media behaviour before and during the corona crisis.