COVID-19 - ITALY MARCH 19th 2020 - Omnicom Media Group
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COVID-19 - ITALY MARCH 19th 2020
CONTENTS
1. SITUATION UPDATE
2. MEDIA DYNAMICS
3. CONSUMERS POINT OF VIEW
4. BRAND REACTIONS
2
1. SITUATION UPDATE
Italy - key events and timeline
JANUARY / FEBRUARY 2020 MARCH 2020
• JAN 29th – first two Italian cases (Chinese tourists) in Rome • MAR W/O 2nd – the alert continues and all events across Italy are
suspended until April 3rd. Schools remain closed in all Italy until mid March.
Big events (fairs, exhibitions) are postponed in June/July and many flights
• FEB 6th – another case (Italian person coming from Wuhan) in Rome
from/to Italy are canceled until May.
• MAR 8TH – all the Lombardia region and other 14 districts are warning zone
• FEB 21st – first cases in two different Italian regions (Lombardia e Veneto)
until April 3rd. Schools remain closed as well as cinema, theatres, gym and
in general all the public places where people can gather. Also bars and
• FEB W/O 24th – more cases discovered in many Italian regions. Italy is restaurants will be closed after 6 PM. People work more and more from
divided in red areas (maximum alert) and yellow areas (medium alert) and home and the advice is not to go out and travel out of the cities is allowed
precautionary measures depend on areas, regions and municipalities. In only for urgent matters. Supermarket are open.
many regions schools, gyms, clubs, theatres, museum and cinema are
• MAR 10TH – the measures for containing Covid-19 have been extended to
closed, aggregational events are canceled and public places are
all Italy. Supermarket, drugstores and public transportation are guaranteed.
implementing new rules (reduced opening hours, distance from people,
Shops, bars and restaurants remain closed until March 25th.
etc.)
• MAR 15TH - containment measures have been taken in other European
countries and worldwide
4
Source: Ansa, Corriere.it, Repubblica.it, salute.gov.it, open.online
The first data highlight a decline in tech sector both in physical
and in on-line store
-8,9% -6,1% on-line sales
in traditional point of sales
Tech industry has registered a strong
-10% -12,4%
decrease in terms of sale both in
-8,4%
physical and in on-line stores.
The most affected area is North Italy,
in Lombardia In north-east Italy
especially Lombardia region.
in terms of tech sales in the week of February 17th
-31,4% -27,4%
Big domestic appliances are strongly
compared to the prior four weeks decreased as well as small ones.
Smartphones, which are the
dryer air conditioning system appliances with the biggest revue,
have lost almost 7 percentage points.
-27% -24,1%
printer vacuum cleaner
-17,4% -6,7% 5
coffee machine smartphone
Source: Ansa, GFK Eurisko *data released on February 24th
Even if the following week is already filling the gap
-1,9%
in terms of tech sales in the week of February 24th
+8,8%
in terms of tech sales in the week of February 24th
compared to the prior four weeks compared to the same week in 2019
6
Source: Ansa, GFK Eurisko *data released on March 6th
On the other hand, mass market retailers have experienced a
boost
+8,3%
in terms of value sales in MMR in physical stores
the peak was registered on Sunday 23rd
with +73% of value sales in northern
Italy, especially in Lombardia (+87%)
and Veneto (+41,6%)
in the week of February 17th compared to the
same week in 2019
% variation vs py - tot on-line sales FMCG products % variation vs py - click and collect on-line sales FMCG
products
250%
+56,8%
250%
200% 205,4%
200%
150%
150%
101,5%
100% 97,7%
81,2% 100% 86,3%
72,1% 74,2%
in terms of value sales in MMR in on-line stores in 61,2%
48,5% 45,3% 47,4% 42,2%
68,1%
56,8%
50%
the week of February 17th compared to the same 50%
week in 2019
0% 0%
mon_17 tue_18 wed_19 thur_20 fri_21 sat_22 sun_23 mon_17 tue_18 wed_19 thur_20 fri_21 sat_22 sun_23
Two main evidences arise:
• the "week-end panic" due to the massive news about the increase of the number of positive
cases of the virus
• the positive trend of "click&collect" services instead of the more classic door to door delivery
7
Source: Nielsen, IRI *data released on March 2nd
Essential goods and para-pharmaceutical products in the
shopping cart in the first week of the emergency
CANNED TOMATO PERSONAL
RICE PASTA SAUCES
FOOD DERIVATIVES CARE
+33% +29% +25% +22% +19% +112%
in terms of value sales in the week of
February 17th compared to the same
week in 2019
8
Source: Nielsen, IRI *data released on March 2nd w/o 17th February 2020
Also in the second week of the emergency basic food and
sanitizing products have been stocked up by Italians
BASIC FOOD PERSONAL CARE
FLOUR RICE PASTA WET WIPES SOAP PAPER TOWELS
+82% +61% +57% +260,3% +83,5% +31,7%
HOME CARE
BOTTLED BREADED FROZEN
WATER FISH VEGETABLES ALCOHOL BLEACH
+19% +34% +22% +347,0% +87,8%
9
Source: Nielsen Market Track, Total Italy; sales value growth 2020 (24/2-1/3) vs homologous PY / released on March 6nd w/o 24th February 2020
And the growth for mass market and e-commerce continues also
during the lockdown
SALES VALUE GROWTH VS 2019
17-23 Feb 24 Feb - 1 Mar 2 Mar – 8 Mar
TOTAL MM +8,3% +12,2% +11%
Area 1 +11,2% +9,9% +7,9%
throughout Italy
the concern has spread
Area 2 +9,7% +12,8% +7,5%
Area 3 +4,4% +12,8% +12,9%
Area 4 +6,1% +15,8% +20,9%
E-COMMERCE +56,8% +81,0% +82,3%
10
Source: Nielsen data released on March 9ndPeople's behaviors are also rapidly changing
49% 30% 8%
avoid public and crowded places avoid to take public transportation is working from home
27% 15%
1 out of 3 have
declared to
have
declared to
have reduced eating watch more
and drinking outside watch more
on-line
TV
video
11
Source: Ansa, Nielsen *data released on March 1stAnd new forms of home entertainment are on the rise
Trend Google searches by topic
(100=day with more searches)
100
Streaming 100
Netflix 100
Amazon Prime Video
50 50 50
0 0 0
2/1 2/8 2/15 2/22 2/29 3/7 3/14 2/1 2/8 2/15 2/22 2/29 3/7 3/14 2/1 2/8 2/15 2/22 2/29 3/7 3/14
100
Music 100
Videogames 100
Cooking Recipes
50 50 50
0 0 0
2/1 2/8 2/15 2/22 2/29 3/7 3/14 2/1 2/8 2/15 2/22 2/29 3/7 3/14 2/1 2/8 2/15 2/22 2/29 3/7 3/14
+ 54% video played
100
Audiobooks 100
Twitch.tv
50 50
0 0 week 9-15 march 2020 vs
2/1 2/8 2/15 2/22 2/29 3/7 3/14 2/1 2/8 2/15 2/22 2/29 3/7 3/14 week 10-16 february 2020
Source: internal data Twitch
12
Source: OMD Elaboration on Google Trend Data *data released on March 15stThe most worried are the less involved in the epidemic
NORTHERN ITALY
14% of very worried people
CENTRAL ITALY
15% of very worried people
SOUTHERN ITALY
23% of very worried people
Campania region has the highest % of very worried
people 28%
13
Source: Ansa, Nielsen *data released on March 1st2. MEDIA DYNAMICS
Tv consumption reveal an increase during daytime and late evening.
+20% in terms of average minute rating between 10 and 12
30.000.000 35%
+7%
30%
25.000.000 +8%
+8%
25%
20.000.000
+14%
+14%
+10%
20%
+10%
AMR
15.000.000
+14%
15%
+21%
10.000.000
+23%
10%
5.000.000
5%
0 0%
all population – Total audience Daily
2020 2019
Source: OMG analysis on Auditel data. Period: 24/2/2019-2/3/2019 || 23-29/2/2020 TV 23rd-29th February 2020Total tv audience grows more in the next week in all time bands with a
peak in the morning (+54% between 9am and 1pm)
35.000.000 70%
+20%
30.000.000 60%
+26%
+20%
+34%
25.000.000 50%
20.000.000 +38% +29% 40%
+45% +35%
AMR
+35%
15.000.000 30%
+68%
+20% +44%
10.000.000 20%
+35%
5.000.000 10%
0 0%
all population – Total audience Daily
2020 2019
Source: OMG analysis on Auditel data. Period: 10-16/3/2019 || 28-14/3/2020 TV 8th-14th March 2020Reach has +4,5pp: daily spent time grows for all the targets (+78
min vs 2019) with 5h and 30min spent on average
100%
95%
+1,4%
+1,9%
90% +4,5 +3,9%
Diff.
REACH% 85% %
80% 6,0% +6,2%
75% +6,4%
+5,4%
70% +12,0%
65% +7,8%
60%
REACH %
55%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
In d ivid u i 4 /7 8 /1 4 1 5 /1 9 2 0 /2 4 2 5 /3 4 3 5 /4 4 4 5 /5 4 5 5 /6 4 65+
% i ndi vi dui 100% 4% 7% 5% 5% 11% 14% 17% 14% 23%
Ore spese
2019 4:15 2:27 1:53 1:37 1:58 2:41 3:12 4:12 5:24 7:09
2020 5:33 3:45 3:02 2:31 2:46 3:45 4:24 5:38 6:55 8:32
De l t a +1:18 +1:18 +1:09 +0:54 +0:48 +1:04 +1:12 +1:26 +1:31 +1:23
Source: OMG analysis on Auditel data. Period: 10-16/3/2019 || 28-14/3/2020 Target Individuals and Guests TV 8th-14th March 2020Talking about radio, classic broadcasting station push on digital
radio
18WHO talks about infodemia to identify the abundance of information in a
crisis situation. News websites have experienced it on February 24th
unique users - Top 10 news websites
9.000.000
La Repubblica
8.000.000
Corriere della Sera
7.000.000
TGCOM24
6.000.000
Il Messaggero
5.000.000
Fanpage
4.000.000
Il Fatto Quotidiano
3.000.000 La Stampa.it
2.000.000 ANSA
1.000.000 Leggo
0 Quotidiani GNN - Gedi News Network
visited pages - Top 10 news websites
40.000.000
The peak is higher when many cases of
Covid-19 are discovered in different
35.000.000
italian regions (February 23 and 24)
30.000.000
25.000.000
20.000.000
15.000.000
10.000.000
5.000.000
0
19
Source: Audiweb *data released on March 1stThe adv market grows in the first 2020 bimester. The crisis shows
its effect in the first week of march
MEDIA INVESTMENTS 1-14 MARCH TREND PER MEDIA
-16% -15% -33%
-4% -4%
1-14 MARCH TREND PER SECTOR
-17%
-20% House keeping Gas/Electricity Beverages
WC 16/02/2020 WC 23/02/2020 WC 1/03/2020 WC 8/03/2020
20 Automotive Leisure Tourism
OMG forecast on provisional Nielsen data – Media excluded: OOH, magazines, search e social3. CONSUMER POINT OF VIEW
Web Listening
We're constantly listening
the web in order to monitor
conversation around
Covid-19, sentiment and
most common topics.
22Over 300mio conversations about Coronavirus. From march 2nd the trend
is growing due to the increase of infected and the Italy restrictive
measures
25.000.000 8.000
7.000
20.000.000 Conversations peak was
6.000 February 24th and on March 5th
5.000
Numbers of infected
March 9th we detected over
Tot conversations
15.000.000
25mio conversations.
4.000 Coronavirus
Daily infected
10.000.000
3.000
Tot infected
With the rise of the infected in
the last 4 days, the number of
2.000
conversations grow accordingly.
5.000.000
1.000
0 0
23
Source: Annalect analysis Brandwatch *data released March 10thEmergency and quarantine are the main generic topics also
confirmed by emoji
24
Source: Annalect analysis Brandwatch *data released March 10thPeople seem worried and report general disinformation. In the last
update grow smart-working, "normal flu" and disinformation issues
REACTIONS AND TOPICS
35%
32% 32%
30%
30%
25%
24%
25%
23%
20%
17% 17%
16%
15%
11% 10% 11%
10% 9%
8%
7%
6% 5%
5% 4% 4%
3% 3%
1% 1% 1%
0%
Worried Dinisformation Economical impact / Slightly more than a Smartworking Virus made artificially to Italian politic bad Irrational panic
Recession normal flu reduce population management
Reactions March 2 Reactions March 4 Reactions March 9
25
Source: Annalect analysis Brandwatch *data released March 10thConversation on 9th have reached the maximum peak. Disinformation
grows due to the measured taken by the government
DISINFORMATION
40.000.000
35.000.000
30.000.000
WORRIED
ECONOMIC IMPACT
25.000.000
# conversation
20.000.000
15.000.000
10.000.000
5.000.000
0
1/2 2/2 3/2 4/2 5/2 6/2 7/2 8/2 9/2 10/2 11/2 12/2 13/2 14/2 15/2 16/2 17/2 18/2 19/2 20/2 21/2 22/2 23/2 24/2 25/2 26/2 27/2 28/2 29/2 1/3 2/3 3/3 4/3 5/3 6/3 7/3 8/3 9/3
Economical impact / Recession Smartworking Virus made artificially to reduce population
Worried Slightly more than a normal flu Irrational panic
Dinisformation Italian politic bad management Coronavirus
26
Source: Annalect analysis Brandwatch *data released March 10thConsumer Survey
We have also asked to our
proprietary panel (300
interviews per week) how
do they feel about Covid-
19.
We will update the data
weekly.
27What consumers think about Covid-19? They are worried and
some habits are changing fast
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
72%
I am worried for the economic consequences of Covid-19 5% 5% 18% 31% 41%
I spent more time than usual at home 27% 10% 27% 19% 18% are worried for the
I spent more time than usual with my relatives 24% 15% 27% 21% 13%
economic impact
I have cancelled programmed travels 52% 11% 14% 11% 12%
I spent more than usual time watching TV
I spent more than usual time on social network
29%
32%
18%
16%
26%
25%
17%
18%
10%
9%
37% stayed more at home
34%
I used Smart Working (remote work) 59% 9% 13% 11% 9%
I listened radio more than usual (both digital and traditional) 42% 18% 22% 12% 7% spent more time than
I bought more food 49% 14% 17% 14% 6% usual with their relatives
I spent more time than usual outside 27% 22% 32% 13% 6%
I made more shopping on-line 49% 18% 18% 9% 5%
Strongly disagree Disagree Neither Agree nor disagree Agree Strongly Agree
28
Source: OMG Proprietary Panel 300 pp interviewed *data released March 10thConsumer habits in
Milan
Thanks to smartphone App
it was possible to make
analysis on how the public
places have changed in
Milan in terms of people
influx during the
emergency.
29Fast-food have been strongly affected by the emergency in Milan
Supermarket are stable visited except
for February 22th and 23th, when the
first alarm arise and people assaulted
grocery shops.
Fast-food have experienced a strong
decrease from February 24th with -75%
peak in terms of in-store visit (48%
average).
30
Source: https://beintoo.com/it/milano-al-tempo-del-covid-19-come-cambiano-realmente-le-abitudini-di-consumo-dei-cittadini *data released March 5thTrain stations and airports have experienced drops of people as
well
Decrease in terms of people for
Centrale and Garibaldi, the two main
station in Milano.
Linate and Malpensa (airport in
Milano), have experienced the same
with a little delay.
31
Source: https://beintoo.com/it/milano-al-tempo-del-covid-19-come-cambiano-realmente-le-abitudini-di-consumo-dei-cittadini *data released March 5th4. BRAND REACTIONS
Some brands are sending empowering sponsored messages to
the community
UNICREDIT – BANKING MEDIOLANUM – BANKING REPOWER – ENERGY SUPPLY
"Unicredit is close to local economies and supports the Mediolanum bank share their monetary support to the "Luckily, also positive energy is contagious.
most affected area by Covid-19 #Unicredit4People" most involved hospital in Milan and ask the population to #getinfected"
make donations.
33
Source: Twitter.it, desk researchSome brands are sending empowering sponsored messages to
the community
EUROSPIN / ESSELUNGA – ARMANI – FASHION BRAND BARILLA – FOOD BRAND
SUPERMARKET CHAIN Armani share their monetary support to fight the virus Barilla share their monetary support to fight the virus
They share their monetary support to fight the
virus
34
Source: Eurospin.itSome brands are sending empowering sponsored messages to
the community
SNAM - INFRASTRUCTURE COMPANY GILLETTE – PERSONAL CARE
They share their monetary support to fight the virus Gillette with the brand ambassador Christian Vieri launches a call to action to invite all
fans to follow the live broadcast of the new "Casa Vieri Show” via IG.
For each person who will connect to the broadcast, Gillette Italia will donate 1 euro
(with the aim of reaching 100.000€)
35
Source: Eurospin.itOthers are helping their consumers from the most affected
regions with ad hoc offers
VODAFONE / TIM /3-WIND – TELCO
The three most important telco providers are offering
illimited giga for a month to their customers who live in
the most affected regions by Covid-19.
36
Source: Corriere.itOthers are helping their consumers from the most affected
regions with ad hoc offers and free entertainment
VARIOUS BRANDS – TECH
A Lot of brands, through the Ministry of innovation
technology and digitalization, are offering different free
tech support to the red zones (i.e. sharing platform, free
wi-fi, newspaper and magazine subscription, streaming
services, …)
37
Source: solidarietadigitale.agid.gov.itOthers are pushing services / products that capitalize on the "stay
at home" forced situation
COOP and ESSELUNGA – McDonald's – FAST FOOD CHAIN SONY PLAYSTATION – TECH
SUPERMARKET McD's is offering free delivery Sony is pushing for FIFA 2020, a soccer game for
Coop and Esselunga are offering free Playstation came out in September 2019
delivery in Milano and other risky
areas to over 65 years old people
38
Source: desk researchOthers are pushing services / products that capitalize on the "stay
at home" forced situation
BARILLA– FOOD
Barilla invites IG users to cook together
with some chefs during daily Instagram
live sessions
MENZ AND GASSER – FOOD
Menz & Gasser stress on the "stay at
home" concept suggesting how to use
their products.
SWIFFER– HOMECARE
swiffer suggests a physical workout to do
39
at home using the product
Source: desk researchAdaptive advertising is capitalizing on the virus situation
WEROAD – TOUR OPERATOR KIA – AUTOMOTIVE
WEROAD, a travel service organizing mainly trip Kia offer the possibility to book the new Kia
abroad for young people, is now pushing to Xceed "from home" with a financial support
discover the beauties of Italy and promotes "new
express travel within Italy".
40
Source: desk research, InstagramOthers are activating communications to stimulate those who still
go out
OOH CAMPAIGN #IORESTOACASA
The agency Fosbury is pushing with ironic OOH
message “If you're reading this you must be stupid”,
to highlight the importance of staying at home in this
crucial moment
41
Source: desk researchSome products are pushed more than others
SUPRADYN – PHARMA
IBM – TECH
Vitamin supplements are pushed in order to
help the immune system IBM communicates an institutional campaign
speaking about health and "intelligent
solutions"
42
Source: desk research, Instagram, repubblica.itBut one in particular is suffering only because of the "unfortunate"
name
shares on stock exchange are going down
(-18,49%)
38% of the Americans would not buy Corona beer CORONA – BEER
during the epidemic days Is loosing a lot in terms of sales worldwide
14% would not order a Corona beer in public due to the unfortunate naming and the web
meme produced after the Corona virus
spread.
43
Source: ilsole24ore *data released February 29thLastly, some brands just had the wrong timing to push some
messages #epicfail
CRODINO – BEVERAGE
Crodino –a famous non alcoholic drink- is on air
with a brand new spot with multiple messages of:
stay human, give us a hug as big as the world, give us
a hug.
Due to Corona Virus the law has imposed to
maintain a distance security from each others and
for that reason the commercial has received strong
criticisms from the web and many people are asking
to cancel it.
44
Source: desk research, Instagram, repubblica.itYou can also read
