COVID-19 shook the entire economy, including the advertising market. Production work was halted on most TV shows. This led to changes in program schedules and, as a result, viewers migrated from major networks to niche channels. Consumption of online video content also rose.
Given these circumstances, many companies, including pharmaceutical firms, had to reassess their marketing strategies and reanalyze consumer behavior, both in terms of how consumers make purchasing decisions and how they consume media.
To assist marketers with this task, our Media Department has developed a comprehensive report detailing the changes in the TV advertising market. We chose to focus on this medium because it holds the greatest significance for pharmaceutical product communications. The analysis is based on Nielsen Audience Measurement rate card data from 2019 to August 2020 and covers the following topics:
- How did the COVID-19 pandemic impact the TV ad market in Poland?
- What has changed in the pharmaceutical ad market?
- How did individual advertisers and different product categories respond to the COVID-19 situation?
- How much did individual brands spend on communication in 2019 and 2020?
Download the free report to find out more.
