随着新型冠状病毒（COVID-19）席卷全球，消费者的购买行为和媒体行为被迫发生巨大变化。尼尔森正在跟踪这些变化，并为企业建立导航信标，以便为接下来的计划做好准备。
在接下来的几天、几周和几个月里，我们将继续与客户和合作伙伴通力合作，确保我们的市场以安全、自信和明智的方式向前发展，为我们行业和人民的未来健康保驾护航。
媒体消费
COVID-19 的影响是广泛的，它将在未来几个月内影响企业和消费者的行为。尽管此次疫情的人道主义和安全方面是全球关注的焦点，但毫无疑问，社会疏远、隔离和留在家中对媒体消费产生了重大影响。
- 数字
All over the world, people have flocked online as a key news source to understand the latest updates on the COVID-19 global health pandemic. For media sellers, this means audiences are growing, and for ad buyers, reaching their desired and highly engaged audience has never been easier.
- 游戏
电子游戏参与度达到历史新高。根据尼尔森游戏公司的视频游戏跟踪（VGT）数据，自 2020 年 3 月以来，表示现在因 COVID-19 大流行而更多地玩视频游戏的玩家人数逐周增加。增幅最大的是美国（46%），其次是法国（41%）、英国（28%）和德国（23%）。
- 社会
尼尔森（Nielsen）最近一项关于电视社交行为的研究表明，宅在家里的消费者会紧紧地守在电视机旁，利用社交媒体与周围的世界保持联系。研究发现，自冠状病毒在美国开始流行以来，Twitter 上与 COVID-19 相关的对话总量已达到近 900 万人次--在冠状病毒高峰期的 1 月至 3 月间，这一数字增长了惊人的 40 倍。
- 分流
在 COVID-19 大流行期间，美国全国各地都下达了就地避难令，在此期间，每周观看联网电视的时间显著增加，几周内增加了 10 亿多小时。虽然媒体消费总量的增长在意料之中，但智能电视、互联网连接设备和游戏机对 CTV 的持续高水平使用表明，在新常态下，人们对联网电视的使用比以往任何时候都要多。
- 电视
Even in tough times, there’s a need and place for advertising. In more recent weeks, local spot TV ad units are coming back faster than ever, rising 5% during the last week of April 2020. Unlike national and cable TV ads, which most TV viewers in the U.S. see regardless of location, local spot ads appear in specific markets and clusters of markets. As such, monitoring local ad spot trends provides insight into the future health of our local media markets.
购买行为
With improvements in technology, infrastructure and experience, coupled with a reduction in barriers to trial, such as delivery length or shipping costs, buyer adoption of online retail shopping has consistently increased over the last two years. Yet while those factors have resulted in pervasive consumer behavior changes, COVID-19 has caused another step change in the way consumers shop.
- 技术采用
冠状病毒（COVID-19）的传播所带来的挑战迅速加速了新技术和现有技术的使用。随着消费者继续闭关锁国，数百万人被迫在家工作，数字连接在日常习惯中占据了更大的比重。
- 零售便利
随着冠状病毒（COVID-19）不断扰乱世界各地的行业和企业，消费包装品（CPG）行业正处于未知领域。在广泛的健康问题、联邦旅行限制和地方行动限制的背景下，该行业正面临着有史以来最大、最快的购物行为变化。
- 消费需求
The rise in retail purchases (both on and offline) has been well documented throughout the lockdown period, but we have yet to see how consumers approach visiting non-essential businesses once they’ve reopened. That’s why companies need to understand evolving consumer sentiment before assuming that open-for-business means business as usual.
广告转移
原地待命是减少冠状病毒（COVID-19）传播的最佳选择，但因病返乡的消费者对品牌产生了直接影响。广告投放的减少会在短期内削减开支，但会影响品牌的抗风险能力。在这种未知的情况下，企业如何支持自己的品牌并赚钱呢？
- 消费量增加
Media consumption is increasing. Nielsen studies show that home-bound consumers have led to a 60% increase in the amount of video content watched globally. As each country is at a different stage of their COVID-19 response, TV engagement is varied, but one thing is consistent; time spent per viewer watching news and entertainment is going up as the spread of COVID-19 worsens.
- 预算减少
在美国的一些顶级广告类别中，不仅COVID（1月27日至3月8日）之前的创意单元数量在大流行状态（3月9日至4月19日）之后出现了下降，分别从1530万个下降到1330万个，而且这些类别的广告时间份额也出现了下降。例如，旅游广告减少了 60%，零售广告减少了 21%，电信广告减少了 17%。
- 潘迪马克悖论
广告商现在最关心的问题是他们是否应该做广告。事实上，许多广告商已经选择减少广告量和广告支出--不管是出于疫情对企业经济的影响，还是为了与满天飞的疫情报道划清界限。然而，随着新型冠状病毒（COVID-19）的报道至少在中期内不会停止，这种限制广告投放的策略是不可持续的。
品牌调整
前所未有的时代带来了巨大的挑战。然而，即使在新型冠状病毒（COVID-19）大流行这样的危机中，企业也需要考虑战略计划，并继续投资于自己的品牌。虽然销售额可能会下降，但重要的是要保持或增加市场份额。继续投资广告将有助于在生活最终进入新常态时为公司的成功奠定基础。
- 信息传递的转变
As the media industry navigates COVID-19 and its greatest period of upheaval in modern memory, having the right data to understand if your ad will command consumer attention has never been more critical. The increasing rate of media consumption during the pandemic has been game-changing for marketers, but how can ad creative break free from the volume of content, especially when reaching and connecting with the consumer is more difficult than ever?
- 战略调整
Marketers have the unique opportunity to increase their share of voice as others are cutting campaigns. Budget cuts are reducing spend for many marketing tactics by 40% or more, even though TV consumption in the U.S. was up by 29% through the month of March and adults are spending 70% more time on their smartphones.
- 绩效衡量
[youtube https://www.youtube.com/watch?v=LzwEZUV8pzM&w=1024&h=640]
Agencies and publishers will face a paradigm shift in the months to come as marketing priorities realign in light of the COVID-19 outbreak. But with many businesses feeling the pinch, brands will increasingly look for their agencies and vendors to prove value at the bottom of the purchase funnel.
