April 1, 2020
In the timeline of the coronavirus pandemic, China, Hong Kong, Taiwan, Japan and South Korea were among the first to feel the effects of social distancing and quarantining.
The regions are now the first to see a possible light at the end of the tunnel. Nielsen, which released new data showing that, similarly to the United States, in-home media consumption increased about 60% during the crisis, and from an advertising perspective, brands and agencies will need to both adjust which products are being marketed, as well as the tone in which they’re delivering their messages to consumers.
During the first three weeks of the pandemic, Taiwan’s TV audience grew by 1 million viewers, for a total viewing population of approximately 21 million. News channels and programs were the primary beneficiaries of the increased penetration, followed by children’s programming.
In Hong Kong, as more consumers stayed home, Nielsen found that TV ratings for all day and all time periods increased by 43% in February compared with the same time period in 2019, while primetime ratings during the same period increased by 44%.
“The impact of COVID-19 is absolutely substantial,” said David Yeung, VP of marketing communications, consumer group, at HKT Limited, said in a statement. “Almost all industries have been badly hit, with lots of closure for retail outlets, restaurants, etc. The key to survival is to adapt to the changing business environment very quickly and to ensure threats are turned into opportunities by tapping into technology and data.”
While China’s traditional communist-driven social safety nets have been challenged by a rising middle class and increased dependence on commerce with the West, As Zod Fang, head of GroupM Knowledge, GroupM China, said the government is increasing new policies to stimulate the economy and consumer consumption as the region emerges from the pandemic.
“This will lead to greater demand,” Fang said. “Therefore, brands need to get prepared. Work with agencies to have an overall plan including sourcing, logistics, marketing and sales to fully seize the opportunity.”
China did try to jumpstart the domestic theatrical market on March 24 in Shanghai — a move it quickly reversed, shuttering 600 theaters with no explanation given.
The China Film Group, the state-backed distributor that controls all movie release dates in the country, had reportedly planned to re-release box office hits Wolf Warrior 2 and The Wandering Earth, in addition Disney/Marvel The Avengers franchise movies.
All that’s back on hold for now.