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The indicators measured the TV show association and impact on brands from diverse categories: beauty products, sweets, beer, non-carbonated soft drinks, retail and cleaning products. We conducted 1695 interviews from which 1090 people were exposed to at least one sponsorship for the mentioned categories.
If a business is depending on a marketing-mix model that averages the past 3 YEARS of data, the maximum potential of communication cannot be reached. Brands need data that is fresh, current and reflect what’s happening TODAY or AT LEAST THIS WEEK.
According to the study “The impact of the COVID-19 pandemic on food consumption”, conducted by Starcom Romania, Romanians have been thoughtful about food spending in the last year and have continued to buy familiar brands. At the same time, they became more aware of what they ate and bought healthy foods: almost 90% of them avoided products with artificial additives, 86% used natural or organic ingredients when preparing food, and 82% avoided carbonated drinks.
In the past year, the need for connection and information has increased, according to the New Media Adoption study, carried out by Spark Foundry media agency, member of Publicis Groupe Romania. Romanians have used the online environment to a greater extent in the past 12 months compared to previous years: they were more present on platforms (54%) and social networks (50%), made more payments (56%) and did more online shopping (52%). Isolation and unprecedented events led them, at the same time, to read news more frequently (45%) and to watch movies and series more often (43%).
For women aged 25 to 34, the pandemic period came with a wish to put themselves first and change their lifestyle, by adopting a greater self confidence. Women aged 35-44 have developed hobbies (19%), cooking being one of their main activity during the pandemic. Moreover, they were more attentive towards their own and their loved ones’ health.