What, where and how much? Media effectiveness during COVID-19

Five tips from Kantar for dealing with a rapidly changing media environment, and how to prepare for recovery after COVID-19.

Why it matters

Coronavirus has upended the usual rules of media management. Brands must be agile to consumer sentiment about advertising, balance short-term demands with long-term requirements, and plan for life after lockdown.


  • It is vital brands consider how they continue to build longer-term preference, so they are prepared as the situation recovers. Brands that hold their nerve while competitors reduce spend are likely to benefit strongly.