Anticyclical advertising

 

COVID-19 has had a lasting impact on all of our lives in recent weeks. But right now it is important to keep a clear head and analyze where market opportunities arise. In this AdTalk, we would like to show you opportunities that arise in the current situation through counter-cyclical advertising.
In every recessionary phase, anti-cyclical behavior is preached, and in each of these phases, skepticism toward it tends to win out again.
However, a study by the Boston Consulting Group in cooperation with Gruner+Jahr and IP Deutschland provides clear arguments for anti-cyclical behavior in times of crisis.
The study provides clear evidence that with a longer-term value enhancement perspective and with continuity in brand management or with counter-cyclical advertising strategies directed against the market trend, it is possible to sustainably gain market share even in phases of economic weakness and thus increase the value of the company. (Sources: The Boston Consulting Group; Neue Zürcher Zeitung)
In a phase of generally declining advertising volume, even a constant budget helps to increase the share of advertising. This is also used by clever companies specifically to launch new products. Communication goals are simply achieved more efficiently in times of crisis.
In the current crisis, this factor is further supported by the significantly increased consumption of the various media channels. For example, TV programs are currently achieving peak ratings: "Zeit im Bild" (2.528 million viewers and 64% market share) ranked No. 1 in the ORF rankings on March 15. But other broadcast formats  also show record values since measurements began in 1991. The online portals of the various media also recorded clear increases (the "Kleine Zeitung" + 12 %, the "Standard" + 8 %, ORF + 11 %), as did various print titles and radio broadcasts. (Source: Leadersnet, 3/26/2020, These are the winners of the Corona Shutdown).
In addition, many marketers are offering attractive special terms due to the lower advertising bookings. This means that an attractive share of voice can be achieved even with smaller budgets.
The conclusion is that it is precisely now with anti-cyclical advertising that brand awareness can be expanded and built up with maximum efficiency thanks to higher reach and special conditions.
The specialists at Reichl und Partner Media will be happy to assist you with your individual media planning, and the professionals at Reichl und Partner Advertising will be happy to work with you on a creative idea for an attention-grabbing campaign.

All the best, stay healthy.