Vol.9: Havas Media Italy conducted a quantitative ad hoc research on 706 cases 18+, a sample that represents Italian citizens. The aim is to investigate how Italian habits are changing since the start of the COVID-19 pandemic.

1. 1
Ninth Dossier – 15 May 2020
Towards reopening:
Global trends and ideas for the future

2. 2
A global point of view on Covid-19 impact
• The following slides collect DATA from
researches conducted in main global
markets
• In the final slides some general trends,
observed in all the countries that had
experienced restrictive measures to face the
emergency, have been included

3. 3
Changes on media fruition, as a result of the lockdown, had impacted
advertising spending in all countries
SOURCE: STATISTA 2020. USA FIGURES.
With mobility being restricted,
geo-based media (Out of
Home) and radio have been
the most affected in terms of
adv spending

4. 4
However, some media have benefited from the lockdown: important
increase in specific audience groups
Boomers and Gen X have seen a consumption
increase by 38% and 50% respectively
Latclais Media Research May 2020
41% of German consumers are happy about
distraction via TV
- Survey powered by Havas Media Solutions; wave 6 27-29 4 2202; 500 respondents
ages 14-69yrs
36% of UK citizens listen to the radio more and
29% are reading more magazines (online and
paper)
- Havas UK Covid-19 Media Behaviors Report 1 April 2020 Wave 2
% RESPONDENT STATING THEY’VE STARTED OR INCRESED THE FRUITION OF THE
FOLLOWING MEDIA DURING THE QUARANTINE (USA & UK)
Gen Z Millennials Gen X Boomers
Broadcast TV 24% 35% 45% 42%
Online TV/streaming 38% 41% 38% 21%
Online Videos 51% 44% 35% 11%
Print/Press 9% 19% 7% 7%
Online Print/Press 21% 36% 31% 15%
Radio 17% 26% 38% 15%
Music-streaming 28% 35% 27% 12%
Livestreams 17% 30% 21% 9%
Podcasts 11% 20% 10% 4%
VideoGames 31% 31% 19% 10%
Books/Literature 18% 20% 21% 13%
SOURCE: GWI US & UK 16-64 YRS; 4,000 RESPONDENTS
.

5. 5
Unexpected and surprising events everywhere
Fruition of radio, press and TV is
increasing
• In the US, online grocery shoppers
increased by +39% among >60 y/o
• In China, the number of online
grocery orders place by users
born in the 60s has been 4 times
higher compared to the usual
average
Audience of UK BBC News (TV
and Online) increased by
53% among Millennials
and Gen Z
YOUNG AUDIENCE IS
EMBRACING TRADITIONAL
MEDIA
SENIOR AUDIENCE ARE
“GOING ONLINE”
YOUNGSTERS CONSIDER NEWS-
BRANDS MEANINGFUL
Boomers time on
social media
increased by +30%Globally 65& of Gez Z and
Millennials are watching TV
In the US, media fruition in
Adults 25-34 is changing :
+40% radio,
+32% newspapers,
+28% magazines
SOURCE: HAVAS MEDIA 2020/GWI; US HAVAS MEANINGFUL MEDIA & COVID-STUDY, MARCH 31-APRIL 6, 2020;
LACTALIS MEDIA RESEARCH: MEDIA CONSUMPTION DURING COVID CRISIS MAY 2020

6. 6
Media ability to inspire trust has never been so important before
“You have become my point of reference during the quarantine. Information coming
from the government on how we should behave are not enough. That’s why I turned
to you”
- The Guardian, reader survey
As fake news continue to be
a challenge, people are
relying on trusted and
verified sources of
information. Local news are
back as protagonist
SOURCES: US HAVAS MEDIA MEANINGFUL MEDIA & COVID-19 STUDY, MARCH 31-APRIL 6 2020; MEDIA PUBLISHER SURVEY
*https://havasmedia.com/the-power-of-news-trust-in-an-age-of-disinformation/
86%
TRUST
MEDIA
70%
WELL-KNOWN
EXPERTS
67%
LOCAL
NEWS
WHO PEOPLE TRUST?

7. 7
Digital media offered all type of content during the quarantine
I use Instagram and watch chefs
create food and dishes, while listening
to my favorite stations on Pandora”
Havas Media Meaningful Media & COVID-19
Study, 31 March – 6 April, 2020
“

8. 8
Globally, streaming services had an average increase of +50%
30
43
63
31
21
53
21
61
35
39
58
32
42
AU BR CN FR DE IT JP PH SG ZA SP UK USA
% OF RESPONDENTS WHO HAVE WATCHED MOVIES/TV
SHOWS ON STREAMING PLATFORMS MORE (EX.
NETFLIX), DURING THE QUARANTINE PER COUNTRY
+66%
Social live streaming
in Italy
+51% & +42%
Spotify & Apple Music
in the US
Among the TOP 3
from +50 y/o globally;
+63% in US
SOURCES: HAVAS MEDIA/GOOGLE TRENDS/GWI/TENCENT/STREAMELEMENTS;
US: HAVAS MEDIA MEANINGFUL MEDIA & COVID-19 STUDY, MARCH 31-APRIL 6, 2020

9. 9
Gaming becomes mainstream, attracting both players and viewers
% OF RESPONDENTS WHO SPENT MORE TIME USING A
COMPUTER/PLAYING VIDEOGAMES DURING THE QUARANTINE PER
COUNTRY
24
41
39 39
21
41
32
40
25
32
48
20
29
AU BR CN FR DE IT JP PH SG ZA SP UK USA
+10%
US viewership
+15%
US viewership
SOURCE: GOOGLE TRENDS/GWI/TENCENT/STREAMELEMENTS, LACTALIS MEDIA RESEARCH:
MEDIA CONSUMPTION DURING COVID CRISIS MAY 2020

10. 10
NOT ONLY MEDIA AND ADVERTISING FRUITION:
TODAY, WE ARE ALSO ANALYZING OTHER
CONSUMERS’ BEHAVIORS THAT ARE WORTH
INVESTIGATING

11. 1111
THE LOCKDOWN LED US TO EXPERIENCES NEW
THINGS: E-COMMERCE, HOUSE PARTY, TIKTOK,
FILTERS, STREAMING,…
This rapid adoption of new technologies will have an
impact on the long-term: a preference for videocalls
instead of conference calls adding “interactivity” to our
conversations
THE UNEXPECTED AND
FAST ADOPTION OF NEW
TECHNOLOGIES WILL
HAVE A LONG-TERM
IMPACT

12. 1212
AUDIENCES (AND
ADVERTISERS) ATTENTION
INCREASING ON TRUSTED
MEDIA
WE ARE EXPECTING A CONFIRMATION OF THE POSITIVE
TREND AFTER THE END OF THE EMERGENCY, ALSO
THANKS TO THE SUPPORT OF THE ADV INVESTMENTS.
The media brands that in recent months have shown that they
benefit the trust of audiences will now be able to capitalize their
position by collecting new investments and supporting their
growth.

13. 1313
PLATFORMS AGE: +65 Y/O
DISCOVER WEB AND APPS
AUDIENCE LINKED TO MORE TRADITIONAL
MEDIA, ARE NOW “DISCOVERING” DIGITAL
TECHNOLOGIES, CREATING NEW CHANCE OF
CONTACT
Platforms discovery from senior citizens leads us to
think that, in the future, there will be new opportunities
of contact, especially for those targets had always
been difficult to reach with digital

14. 1414
A PERIOD OF TEST FOR
NEW FORMATS
MAINSTREAM NETWORKS HAVE BROADCASTED
SELF-PRODUCED CONTENTS BY THE CELEBRITIES
Some personal shows, after conquering a large following
of online viewers, might land on more traditional media in
a long-form solution: we expect to find new characters and
new formats on TV too.

15. 1515
TECHNOLOGY: NEW
EXPERIENCES AND NEW
‘AUDIENCE FIRST’
PERSPECTIVE
MANY HAD THE POSSIBILITY TO EXPERIMENT
VIRTUAL REALITY AND THE 360° VISION
EXPERIENCES – FOR EXAMPLE VISITING ART
GALLERIES VIRTUALLY
We discovered a new technology that could be applied
in different contexts to offer new immersive experiences

16. 16
Italy towards reopening: AdCity and Grandi Stazioni analysis
• Thanks to Adcity, Havas intelligence platform, daily movements of people on the territory
are being monitored: 10 areas in 5 major Italian cities
• During the first week of ‘Phase 2’ we’ve observed an increase in movements: +30% in
Palermo and Naples and +45% in Milan
• Grandi Stazioni Retail analysis on movements observed at major Italian railway stations
confirms the trend, with +25% compared to the previous week mainly due to the
resumption of workers on weekdays

17. 17
Turin: average daily net contacts
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
1.800.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5 apr 6-12 apr 13-19
apr
20-26
apr
27-3
mag
4-10
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Turin Piazza San Carlo Turin railway station
AdCity – Average Net daily Data, Sundays excluded
PHASE 1
+33%
vs. phase 1

18. 18
Milan: average daily net contacts
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5 apr 6-12 apr 13-19
apr
20-26
apr
27-3
mag
4-10
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Milan Piazza Duomo Milan Central railway station
PHASE 1
+45%
vs. phase 1
AdCity – Average Net daily Data, Sundays excluded

19. 19
Rome: average daily net contacts
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5 apr 6-12 apr 13-19
apr
20-26
apr
27-3
mag
4-10
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Rome Colosseo Rome Termini railway station
PHASE 1
+32%
vs. phase 1
AdCity – Average Net daily Data, Sundays excluded

20. 20
Naples: average daily net contacts
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5 apr 6-12 apr 13-19
apr
20-26
apr
27-3
mag
4-10
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Naples railway station Napoli Vittorio Emanuele
PHASE 1
+31%
vs. phase 1
AdCity – Average Net daily Data, Sundays excluded

21. 21
Palermo: average daily net contacts
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
6-12
gen
13-19
gen
20-26
gen
27-2 feb 3-9 feb 10-16
feb
17-23
feb
24- 1
marz
2-8 mar 9-15
mar
16-22
mar
23-29
mar
30-5 apr 6-12 apr 13-19
apr
20-26
apr
27-3
mag
4-10
mag
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Palermo cathedral Palermo railway station
PHASE 1
+30%
vs. phase 1
AdCity – Average Net daily Data, Sundays excluded

22. 22
During the first week of Phase 2, a considerable increase of visitors in all stations of the network has
been detected: compared to the previous 7 days, the last week of lockdown – increased by 25%
Increase in visitors by +25% during the first week of Phase 2 in major
railway station
Source: Grandi Stazioni Retail
+25%
1° week 2° week 3° week 4° week 5° week 7° week6° week
Phase of
lockdown
Phase 2+4,7%
+30,9%
NTW Analysis_Net people per single week. Time period 23/3-10/5 2020

23. 23
NTW Analysis_Net people oer single day
period 23/3-10/5 2020
People going to work have determined an higher growth during
weekdays
Source: Grandi Stazioni Retail
1° week 2° week 3° week 4° week 5° week 6° week 7° week
Phase 2

24. 24
Update: TV audience exceeds 17% (out of total individuals) compared
to the same period in 2019
Source: Havas Media on Auditel Data
2020 vs 2019 during
the week 3-9 May
0,0
5,0
10,0
15,0
20,0
25,0
9-feb
11-feb
13-feb
15-feb
17-feb
19-feb
21-feb
23-feb
25-feb
27-feb
29-feb
2-mar
4-mar
6-mar
8-mar
10-mar
12-mar
14-mar
16-mar
18-mar
20-mar
22-mar
24-mar
26-mar
28-mar
30-mar
1-apr
3-apr
5-apr
7-apr
9-apr
11-apr
13-apr
15-apr
17-apr
19-apr
21-apr
23-apr
25-apr
27-apr
29-apr
1-mag
3-mag
5-mag
7-mag
9-mag
11-mag
13-mag
Millions
TV AUDIENCE PER AVERAGE MINUTE
2020 2019
+49,9%
+38,9%
+26,5% +20,8% +20,2% +20,0% +19,4% +17,8% +16,9% +16,7% +15,7% +14,1%
KIDS 8-
14
KIDS 4-7 18-34 U 25-54 15-64 25-54 Women
25-54
CSE3.0
MA+A
RA 25-54 Person +
guest
15+ RA 25-54

25. 25
Takeouts and opportunities
• Trends similar to Italian ones also on a global level: youngsters are restarting to
use more traditional media, while senior citizens use digital technologies
• In the “news world” trusted media reaffirmed their role.
While video streaming e gaming show a double-digit growth.
• Some of these phenomena will not disappear after the quarantine: new format
and technologies may also land on mainstream media
• AdCity and Grandi Stazioni analysis show Italian fast reaction upon entering
“Phase 2”: people in cities increased (from 30% to 45% in the areas monitored)
and also movements in major stations by 25%, mainly thanks to the resumption of
working activities