Vol.1: Havas Netherlands's look at consumer behaviors in the time of COVID-19.

1. HAVAS MEDIA UPDATE
July 2020

2. Media update
It’s been a while since our last update. A
lot has changed, so we are going to start
by giving you a short overview of the
current situation and how the virus is still
affecting the daily lives of people.
Also in this July edition: how are the
differences between industries in coping
with the crisis perceived by consumers?
And what makes brands meaningful
further along the COVID-19 crisis? We will
give you an update.
And of course there’s the latest update of
the media channels performance.
Enjoy!

3. Index
1. Current situation
2. Update media performance
3. Update category & brand impact

4. Current
Situation

5. COVID-19 still has a big impact on our lives
404.000 people are
unemployed in June
(4,3% of the working
population), apposed
to in 274.000 (2,9%) in
February.
SOURCE: CBS
think there will be a
second wave of the
virus. And if there were
one, 87% would mind
this.
SOURCE: RIVMSOURCE: RIVM
of Dutch consumers
experience (a lot of) stress
due to COVID-19.
SOURCE: RIVM
of Dutch consumers
feel this COVID-19
crisis will have a
permanent impact on
their lives.
SOURCE: Havas Media Netherlands
COVID-19 study (week 25)
of Dutch consumers is
worried about the health
of their family.
5 7 % 2 0 % 5 9 % + 4 7 % 6 5 %

6. People think
twice before
spending
money
The consumer's mind set is pessimistic. Even
though lots of COVID-19 measures have
been loosened the last couple of weeks,
people still do not have a lot of trust in the
economy.
The willingness to buy among the Dutch
consumer has dropped dramatically from 1 in
February 2020 to -10 in July.
SOURCE: CBS
SOURCE: Havas Media Netherlands COVID-19 study (week 20 & week 25)
35%
46%
36%
The corona crisis is currently
affecting my financial situation
I expect the corona crisis to
affect my financial situation in
the future.
Because of the corona crisis I'm
postponing larger purchases
indefinitely

7. But COVID-19 has also changed our priorities
have more contact with friends and/or family than before COVID-1935%
51%
enjoy their time with family and kids more intensely now
SOURCE: Havas Media Netherlands COVID-19 study

8. Update
Media
Performance

9. Access to information is
more important than ever
As you can see, each channel serves a different
purpose. But for a lot of media the role of providing
information is very important to people these days.
The internet, tv and magazines serve the highest
number of roles*.
78% 83%
41%
66%
84%
41% 25%
62%
14% 8%
35%
82% 63%
50%
77%
19%
28%
29%
57%
70% 68%
66%
40% 62%
33%
19%
23%
26%
28%
51%
14% 12%
18%
27%
66%
22%
15%
23%
21%
10%
20%
13%
44%
56%
20%
16%
40%
28%
13%
26%
17%
25%
51%
42%
18% 15%
14%
13%
15%
TV Internet Social Media Radio Newspaper Podcasts Influencers Magazines Streaming
Video
Streaming
music
TV on Demand
Inform Entertain Inspire Help Teach Connect
W h a t r o l e s h o u l d m e d i a p l a y f o r y o u t h e s e d a y s ?
SOURCE: Havas Media Netherlands COVID-19 study (week 30)
*People were able to choose multiple roles, that’s why the height of the columns varies and why some percentages may add up to >100%.

10. Trust in media for COVID info is low
TRUST
MEDIA
TRUST
FRIENDS & FAMILY
TRUST
KNOWN EXPERTS
TRUST
GOVERNMENT
7 4 % 5 6 % 5 7 % 3 7 %
People have the most trust in known experts when it comes to COVID-19 information
Trust in media for COVID-19 information is low at
the moment. However, there are big differences
between channels – as shown in our previous study.
And our Meaningful Media Brands® study shows
that these differences are even bigger between
specific media brands. In this study we’ve measured
levels of trust and several other metrics, on a brand
level. At Havas we use these data to create a
meaningful connection between media and brands.

11. TV viewing time
VIEWING TIME INCREASED THE FIRST WEEKS OF THE LOCKDOWN AND IS NOW BACK TO A NORMAL LEVEL
Source: SKO
0
50
100
150
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300
week
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30
Heavy viewers 2019
Heavy viewers 2020
Light viewers 2019
Light viewers 2020
L O C K D O W NP A T I E N T
Z E R O N L

12. 0
2.000
4.000
6.000
8.000
10.000
12.000
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10Wk 11Wk 12Wk 13Wk 14Wk 15Wk 16Wk 17Wk 18Wk 19Wk 20Wk 21Wk 22Wk 23Wk 24Wk 25Wk 26Wk 27Wk 28Wk 29
X1.000
YouTube Netflix Disney+ KIJK.nl Videoland RTL XL Amazon Prime Video
Reach video platforms
AFTER AN INCREASE AT THE BEGINNING OF THE LOCKDOWN, YOUTUBE’S REACH IS BACK TO THE PRE-COVID LEVEL
L O C K D O W NP A T I E N T
Z E R O N L
Source: GfK DAM

13. 0
2.000
4.000
6.000
8.000
10.000
12.000
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10Wk 11Wk 12Wk 13Wk 14Wk 15Wk 16Wk 17Wk 18Wk 19Wk 20Wk 21Wk 22Wk 23Wk 24Wk 25Wk 26Wk 27Wk 28Wk 29
X1.000
YouTube Netflix Disney+ KIJK.nl Videoland RTL XL Amazon Prime Video
Reach video platforms
AFTER A PERIOD OF GROWTH, DISNEY+ AND KIJK’S REACH KEEPS ON DECLINING
L O C K D O W NP A T I E N T
Z E R O N L
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12 Wk 13 Wk 14 Wk 15 Wk 16 Wk 17 Wk 18 Wk 19 Wk 20 Wk 21 Wk 22 Wk 23 Wk 24 Wk 25 Wk 26 Wk 27 Wk 28 Wk 29
Disney+ KIJK.nl Videoland RTL XL Amazon Prime Video
Source: GfK DAM

14. Reach social media
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk
10
Wk
11
Wk
12
Wk
13
Wk
14
Wk
15
Wk
16
Wk
17
Wk
18
Wk
19
Wk
20
Wk
21
Wk
22
Wk
23
Wk
24
Wk
25
Wk
26
Wk
27
Wk
28
Wk
29
X1.000
Facebook Instagram Twitter LinkedIn Pinterest
INSTAGRAM IS THE ONLY CHANNEL WHOSE REACH IS STILL SLIGHTLY HIGHER THAN BEFORE THE LOCKDOWN
Source: GfK DAM
L O C K D O W NP A T I E N T
Z E R O N L

15. Reach digital news media
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10Wk 11Wk 12Wk 13Wk 14Wk 15Wk 16Wk 17Wk 18Wk 19Wk 20Wk 21Wk 22Wk 23Wk 24Wk 25Wk 26Wk 27Wk 28Wk 29
X1.000
NOS NU.nl AD Telegraaf RTL nieuws de Volkskrant NRC
WE SEE A SMALL DROP IN NEWS MEDIA REACH, NOW EVEN A BIT LOWER THAN BEFORE COVID, WHICH MIGHT HAVE TO DO WITH SUMMER BREAK
L O C K D O W NP A T I E N T
Z E R O N L
Source: GfK DAM

16. Reach online retailers
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
9.000
Wk 1Wk 2Wk 3Wk 4Wk 5Wk 6Wk 7Wk 8Wk 9 Wk
10
Wk
11
Wk
12
Wk
13
Wk
14
Wk
15
Wk
16
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17
Wk
18
Wk
19
Wk
20
Wk
21
Wk
22
Wk
23
Wk
24
Wk
25
Wk
26
Wk
27
Wk
28
Wk
29
X1.000
Bol.com AH Aliexpress Mediamarkt Wehkamp
Amazon Coolblue Zalando Picnic Intertoys
THE REACH OF ONLINE RETAILERS REMAINS STABLE
L O C K D O W NP A T I E N T
Z E R O N L
Even though the reach of the
websites and apps of the selected
online retailers remain stable
throughout the crisis, the online
sales are increasing enormously by
45% in June versus last year.
SOURCE: CBS
Source: GfK DAM

17. 0
1.000
2.000
3.000
4.000
5.000
6.000
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10Wk 11Wk 12Wk 13Wk 14Wk 15Wk 16Wk 17Wk 18Wk 19Wk 20Wk 21Wk 22Wk 23Wk 24Wk 25Wk 26Wk 27Wk 28Wk 29
X1.000
Apple Music Spotify YouTube Music
Reach Music Streaming services
STREAMING SERVICES REMAINED STABLE DURING THE START OF THE LOCKDOWN AND SPOTIFY IS STILL QUITE STEADY
L O C K D O W NP A T I E N T
Z E R O N L
Source: GfK DAM

18. Overall media
take out
A f t e r s e e i n g a n i n c r e a s e i n m e d i a
c o n s u m p t i o n i n t h e f i r s t w e e k s o f t h e
C O V I D - 1 9 c r i s i s - e s p e c i a l l y f o r t v a n d
o n l i n e n e w s c h a n n e l s - t h e m e d i a r e a c h
l e v e l s a r e n o w b a c k t o n o r m a l a n d
r e m a i n s t a b l e f o r m o s t o f t h e c h a n n e l s .
S o m e c h a n n e l s s t i l l b e n e f i t f r o m t h e i r
g r o w t h c a u s e d b y t h e c r i s i s , f o r
i n s t a n c e I n s t a g r a m , b u t m o s t c h a n n e l s
w e r e n o t a b l e t o h o l d t h e i r a u d i e n c e s .

19. Update
category & brand
impact

20. People feel
certain
industries
deserve support
more than others
Especially hospitality, transportation, travel
and entertainment are having very tough
times right now. The Dutch government
financially supports companies in need. The
Dutch consumer feels this support is
especially needed for hospitality and public
transport industry and not so much for
automotive and financial services.
SOURCE: Havas Media Netherlands COVID-19 study (week 27)
78%
66%
59% 57% 56%
50% 49%
46%
26% 25%
(very)important
To w h a t e x t e n t d o y o u c o n s i d e r i t i m p o r t a n t t h a t t h e f o l l o w i n g
s e c t o r s a r e s u p p o r t e d ?

21. Consumers do not
have a very
pronounced
opinion on how
industries handled
the crisis
This might have to do with the fact that most
industries did not take obvious measures.
Except for some crucial industries like
healthcare and grocery stores, which have
responded very well to the crisis according to
Dutch consumers.
SOURCE: Havas Media Netherlands COVID-19 study (week 30)
6%
7%
6%
7%
5%
8%
6%
7%
9%
8%
12%
7%
9%
15%
21%
35%
22%
21%
15%
16%
20%
19%
24%
24%
25%
28%
30%
37%
37%
31%
47%
39%
54%
44%
65%
65%
63%
61%
65%
64%
53%
55%
44%
51%
44%
47%
25%
21%
12%
20%
10%
9%
9%
7%
3%
4%
9%
5%
13%
4%
6%
5%
6%
5%
6%
8%
4%
3%
4%
5%
1%
2%
5%
3%
2%
1%
5%
2%
0%
0%
Tourism
Airlines
Automotive
Financial Services
Insurance
Alcoholic Beverages
Telecom
Apparel and Footwear
Health Insurance
Food & Non-Alcoholic Beverages
Sports
Personal Care
Horeca
Entertainment (e.g. Netflix)
Grocery
Healthcare
Very well Somewhat well Neutraal Not very well Not well at all
I n y o u r m i n d , h o w w e l l h a s e a c h o f t h e i n d u s t r i e s b e l o w r e s p o n d e d t o
t h e i r c u s t o m e r s ’ n e e d s d u r i n g t h e C O V I D - 1 9 c r i s i s ?
R E S P O N D E D V E R Y W E L L
R E S P O N D E D W E L L
N E U T R A L
R O O M F O R I M P R O V E M E N T

22. Today’s response will impact tomorrow’s purchases
agree that they’ll think twice about doing business with brands who didn’t respond well to
the COVID-19 crisis, once we emerge from the crisis
agree that after we emerge from the COVID-19 crisis, brands need to
demonstrate that they care for their employees to win my business
SOURCE: Havas Media Netherlands COVID-19 study
43%
45%
agree that brands that respond well to the COVID-19 crisis will win my loyalty
going forward50%

23. COVID-19
influences the
customer journey
The current crisis is a forced transformation: it shows us
business-as-usual is not sustainable and makes us see
that change is possible. Experts predict that after COVID-
19 consumers will want to know more about the origin of
products, that sustainability will become more important
and that people expect transparency from companies.
Online shopping – which has grown exponentially during
the crisis – will make transparency even more important.
People are doing more research online before they shop.
Consumers want to know what brands stand for and what
they contribute to society. Brands need to add meaning.
3 7 %
of Dutch consumers make purchase
decisions more consciously since the corona
crisis
SOURCE: Havas Media Netherlands COVID-19 study (week 27 & week 30)
3 5 %
take more time to do thorough research
before shopping
5 2 %
find it (very) important that companies are
transparent and honest about its activities
and communications

24. +350,000 citizens
+1,800 brands
22 industries
Study
MB
31markets
Havas Meaningful
Brands® study
ongoing for +10 years
Meaningful Brands® is the first global study to show how quality of
life and wellbeing connects with brands at a business level and
measures the benefits brands bring to our lives. It is unique in both
scale and scope. The research covers all aspects of people’s lives,
including the roles brands play in society, in our personal wellbeing
making our lives easier and product performance.

25. But what makes a brand meaningful?
MB INDEX = Brand Performance + KPIs
Personal benefits
Does the product or
service deliver?
Collective benefits
Functional benefits
FUNCTIONAL
PHYSICAL
GOV/ETHICS
ENVIRONMENT
COMMUNITY WORKPLACE
ECONOMY
ORGANISATIONAL
FINANCIAL
INTELLECTUAL
SOCIAL
EMOTIONAL
NATURAL
How brands improve
peoples’ lives?
What’s their
role in society?
PRE-COVID: 29%
PRE-COVID: 27%
PRE-COVID: 44%
1.
2.
3.

26. As COVID-19 stabilizes, functional benefits
become more important again, like before
the crisis
1. Treat employees fairly
2. Protect employees against the virus
3. Be transparent about activities/communications
4. Good workplace
1. Delivers what it promises/says
2. Offers goodquality products/services
3. Listen & respect
4. Fair prices
5. Safe and responsible products
1. Helps mestay healthy
Where the collective benefits became more important at the
beginning of the crisis, we now see the role of functional benefits
becomes bigger again. COVID-19 has made listening to consumers and
offering responsible products even more important. And facing a
financial crisis, the importance of fair prices has also gone up. As the
number of infections stabilizes, the protection of employees against the
virus has become less important to people. Treating employees fairly
has become even more important though.
2.
1.
3.
Collective benefits (#3 pre-COVID, #1 April)
Functional benefits (#1 pre-COVID, #2 April)
Personal benefits (#2pre-COVID, #3April)
53%
47%
48%
43%
65%
47%
62%
59%
59%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Jobs
Benefits the EconomyComm. Development
Good Workplace
Energy
PROTECT EMPL. CORONA
Ethical
Charities
Sustainable Sourcing
Sust. Leader
Invests
Diversity
Recycling
Transparent
Local Suppliers
Soc. Committed
Env. Committed
EMPLOYEES
Belonging
Good Habits
Closer to People
Peace of Mind
Savings
HEALTHYConnectingFitterSelf-Esteem
Me Happier
Financ. Gains
Life Satisfaction
Save Time
My Best
Enabler
Skills
New Ideas
Sense of Purpose
Show-off/Pride
Life Easier
DELIVERS
Range
Good Quality Prods
Innovative
Cat. Leader
Listen & Respect
Useful Prods
Fair Prices
Labeling
Safe & Responsible ProdsCo. Interactions
April '20 July '20
EMPLOYEES
PROTECT EMPLOYEES AGAINST VIRUS
DELIVERS
GOOD QUALITY PRODUCTS
HEALTY
LISTEN & RESPECT
FAIR PRICES
SAFE & RESPONSIBLE PRODS
Source: Havas Media Netherlands COVID-19 study (April & July 2020)
RECYCLING
SUBSTAINABLE SOURCING
ENVIRONMENTALLY COMMITTED
LOCAL SUPPLIERS

27. Brand take outs
A C T
Actions speak louder
than words. The way you
respond to this crisis, still
makes a difference to
consumers.
B E T R A N S P A R E N T
This crisis is a wake-up call to
consumers. They’re getting more
demanding and are willing to
invest time in their purchase
decisions. Be open about your
activities, origin of products and
let your employees play a central
part in this.
M E A N G F U L M E D I A
Connect with Meaningful
Media and let them help
you in this
transformation we are all
going through.

28. THANK YOU
IF YOU HAVE ANY QUESTIONS PLEASE CONTACT
Judith Dudok
Research Lead
judith.dudok@havasmedia.com
+31 (0)6 547 60 647