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1. THE COVID-19 PANDEMIC IMPACT ON THE TV COMMERCIALS CONTENT IN EUROPEAN COUNTRIES.

Author

Grebosz-Krawczyk, Magdalena and Siuda, Dagna

Subjects
PANDEMICS, TELEVISION commercials, TELEVISION advertising, COVID-19 pandemic, COVID-19, CONSUMER behavior, ADVERTISING campaigns
Abstract

The outbreak of the COVID-19 global pandemic has strongly affected different issues of everyday life. The pandemic has changed consumer attitudes and behavior. Consequently, during COVID-19, businesses had to decide how to organize the advertising campaigns and what content should be addressed to consumers. Considering the limited number of articles concerning these issues, it seems important to evaluate the impact of the global health crisis on advertising messages in different countries. The main objective of this paper is to assess TV commercial campaigns implemented during the COVID-19 pandemic, including the specific epidemic situation in the selected countries. The research methodology was based on the observation, a qualitative method of collecting data obtained through monitoring the content of TV commercials aired during the afternoon, before or after the main news service. The research was conducted in May 2020 and in May 2021 in five selected European countries affected to varying degrees by the coronavirus pandemic. The research results allowed evaluation of the advertising messages in terms of their content and values exposed. The findings indicate that the number of COVID-related TV commercials is not correlated with the number of patients and deaths from COVID-19. The themes appearing the most often in the TV commercials in the studied period were the #StayAtHome idea, family and friends, the aspect of safety during the crisis, and brands' special offers. The tone of the advertisements was usually uplifting and hopeful, trying to cheer the stressed societies. From a theoretical perspective, the research results show the advertising strategy issues in specific conditions in different European countries. These findings concerning TV commercial strategy during a pandemic crisis could provide references for other countries, especially in Europe. The research results could be useful for marketing managers in developing strategies concerning the successful planning of TV commercials in crisis periods in European countries. [ABSTRACT FROM AUTHOR]

Published
2022
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2. The COVID-19 alcohol paradox: British household purchases during 2020 compared with 2015-2019

Author

Peter Anderson, Amy O’Donnell, Eva Jané Llopis, Eileen Kaner, Health promotion, and RS: CAPHRI - R6 - Promoting Health & Personalised Care

Subjects
Adult, Viral Diseases, Adolescent, Alcohol Drinking, Science, Geographical locations, Young Adult, Medical Conditions, Medicine and Health Sciences, Humans, European Union, Economic Factors, COVID-19/epidemiology, Aged, Nutrition, Family Characteristics, Alcohol Consumption, Wales, Multidisciplinary, United Kingdom/epidemiology, SARS-CoV-2, Organic Compounds, SARS-CoV-2/isolation & purification, Organic Chemistry, Chemical Compounds, Consumer Behavior/statistics & numerical data, COVID-19, Biology and Life Sciences, Covid 19, Consumer Behavior, Middle Aged, Alcohol Drinking/economics, United Kingdom, Diet, Europe, Chemistry, Infectious Diseases, Social Class, England, Scotland, Age Groups, Alcohols, Physical Sciences, Medicine, Population Groupings, People and places, Research Article
Abstract

British supermarket-panel data suggest no increases in overall sales and purchases of alcohol following COVID-19 lockdowns, yet survey and mortality data suggest otherwise. This paper attempts to unravel the paradox. Based on purchase data of 79,417 British households from Kantar Worldpanel, we undertake controlled interrupted time series analysis of the impact of COVID-19 confinement introduced on 23rd March 2020, and variably applied during 2020, compared to purchases during 2015 to 2019 as controls. We also undertook Poisson regression analyses to estimate if changes in purchases differed by household socio-demographic and economic factors. Excess off-trade household alcohol purchases (expressed as grams of ethanol) following the introduction of confinement, were 29.2% higher (95% CI = 25.8% to 32.5%) for the post-confinement months of 2020, being larger until mid-July 2020 (37.5%, 95%CI = 33.9 to 41.26%) when pubs re-opened with restrictions, and smaller (24.6%, 95%CI = 21.6 to 27.7) thereafter. During the time of complete pub closures, and fully adjusting for no on-trade purchases, household purchases of alcohol did not change when compared with the same time period during 2015–2019 (coefficient = -0.9%, 95%CI = -5.6 to 3.8). Excess purchases from 23rd March to 31st December 2020 varied by region of Great Britain, being higher in the north of England, and lower in Scotland and Wales. Excess purchases were greater in the most deprived households, compared with the least deprived households. Excess purchases increased substantially as the amount of alcohol normally purchased by a household increased, with the top one fifth of households that normally bought the most alcohol increasing their purchases more than 17 times than the bottom one fifth of households that bought the least alcohol. That the heaviest buyers of alcohol increased their purchases the most, with some independent impact of socio-economic disadvantage, might explain why reported alcohol problems and recent alcohol-related death rates might have increased. A conclusion of this is that alcohol policy to reduce high consumption of alcohol, and the availability of help and treatment to reduce alcohol consumption become more important during extraordinary times, such as COVID lockdowns.

Published
2022