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1
12th dossier – 5 June 2020
The end of the Lockdown:
The beginning of «phase 3»
2
Havas Media is conducting a continuative research to monitor the
evolution of market trends
SAMPLE AND METHODOLOGY
• The new research was
conducted on 402 cases 18+, a
sample that represents Italian
citizens
• The research was conducted
between 22-25 May
M
51%
F
49%
ALLOCATION PER
GENDER
ALLOCATION PER
AGE GROUP
2%
16%
31% 30%
15%
7%
18-24 25-34 35-44 45-54 55-64 65+
Havas Data Insight – Proprietary research
North West: 21%
North East: 36%
Center: 19%
South and isles: 24%
3
Shops closing has stimulated online shopping, especially among the
younger part of the population
80,8%
19,2%
Yes No
89% 83% 81%
71%
18-34 35-44 45-54 55+
Yes No
Did you shop online during the lockdown?
Havas Data Insight – Proprietary research
4
Beauty and personal care products: the most affected category
1,5
1,8
1,8
2,8
5,8
10,8
14,2
14,5
15,7
18,2
24,6
27,4
28,3
32,6
33,8
36,9
Travel
Buying or renting real estate
Car or other vehicle
Bicycle or mobility equipment
Buying or exchanging second-hans products
Organic food
Sport equipment
Furniture
Toys and videogames
Personal service activities
Household cleaning or gardening products
Household products
Food and everyday products
Clothing and accessories (dress, shoes…)
Tech product
Beauty and personal care producrsWhat type of products
did you buy during the
lockdown?
Havas Data Insight – Proprietary research
5
E-tailers multi-category were preferred
68,8
39,1
17,2
20,3
17,2
9,4
73,8
35
18,4
16,5
19,4
4,9
66,7
32,3
19,8
12,5
11,5
8,3
69,4
37,1
12,9
17,7
11,3
4,8
69,8
35,4
17,5 16,3 15,1
6,8
0
10
20
30
40
50
60
70
80
Big e-tailer (amazon,
e-price …)
Company E-shops Specialised E-tailer
(yoox, zalando…)
Delivery and services
apps
(supermercato24,
glovo, just eat…)
Websites with timed
offers (westwing,
vente privee, secret
escape,
zalansoprivee…)
Social networks
18-34 35-44 45-55 55+ Totale
Which sites/apps did you used for online shopping during
the lockdown? (% of respondents)
Havas Data Insight – Proprietary research
6
We are going back to «normality» but carefulness is still high
33,3
38,8
54,2
46,5
59,2
52,2
38,1
46,3
27,4 21,1 15,2 15,4
Happy hour Dinner our Day trip Shopping
No intention of doing
so
Not done yet
Done
Now that the lockdown ended, what are your plans for the next few
days? (% of respondents)
Havas Data Insight – Proprietary research
7
Online and local shopping and online news are here to stay
51,7 51,2
48,0
40,8 40,0 38,1
35,6
29,6
22,1
18,2
Shopping online Shopping in the
neighbourhoods
Online news Cooking DIY Movies and TV
shows at home
Videocalls with
friends/relatives
Sport at home
(pilates, yoga)
Buying
magazines and
newspapers
Games and
videogames
What habits will you keep after the health emergency? (% of respondents)
Havas Data Insight – Proprietary research
8
Communication after the lockdown: talent and branded content
During the lockdown, talents and
influencers acquired a new role online.
It’s likely this trend will be confirmed also
after the lockdown: we interviewed
Mattia Giovanardi, CEO at DOOM, to
hear his impressions and suggestions.
9
How has the role of talent changed during the lockdown and
the transitions we are in?
Until the lockdown, talents were considered as channels with a specific
schedule/audience that brands could exploit for commercial reasons. The lockdown and
the following phases, brought talent closer to important issues.
At the same time, the commercial aspect was enriched with educational and social
values like sustainability and following rules (e.g. respect social distance). Talents
realized the role they play and that platforms can be used to support civic education. At
the beginning of the emergency, Fedez and Chiara Ferragni launched a fundraiser that
aimed to collect €200,000. Thanks to artists, athletes, entrepreneurs and all the digital
audience they were able to collect €4,000,000.
Their initiative created a «viral effect» and tons of similar actions were set up to support
specific organisations or just to communicate the «rules» that needed to be followed to
fight the virus reaching a target that is often difficult to intercept with other media.
10
The fruition of digital platforms has changed too?
Definitely: moving from a simple space where the talent could express his artistic and
creativity to a means for brands and talents to convey meaningful messages.
This has also helped the «relationship» between digital and the public making it
warmer, direct and deeper
11
Talents coming from the entertainment and sport world that
experienced a stop of their normal live activities, can be translated in
an easier accessibility also in terms of budget activation?
From a brand point of view, the only thing that could turn into economy efficiency is
sharing values: when brand and talents share the same opinion on a specific
cause or issue and the talent can legitimately disclosed it, then yes a privileged
agreement could exist; it will also result in a stronger endorsement and willingness of
the talent.
Synergy between artist/creator and brand generates a more fruitful collaboration.
When starting this kind of partnership, it’s key to remember this aspect.
12
There will be any differences in the processing and production of
content during «phase 3»?
Creators/talents have to follow the rules enforced too. This will make big productions
more difficult to handle.
Given the higher difficulties, it will be wise to exploit talent’s creativity expertise to
find the best possible way to interpret the message to be shared using available
methods, aiming for the highest quality.
In addition to the strategic and consulting intermediation of agencies and media
agencies, brands could make the most of talent’s creative skills opening a dialogue
that aligns the entire content creation chain.
13
Italy back on track: AdCity and Grandi Stazioni analysis
• Thanks to Adcity, Havas intelligence platform, daily movements of people on the territory
are being monitored: 10 areas in 5 major Italian cities
• Mobility is increasing in all the monitored areas, from +4% to +8% vs previous week
• Grandi Stazioni Retail analysis on movements observed at major Italian railway stations
confirms the trend, with +7% compared to the previous week (growth distributed between
workdays and Sundays)
14
Visits in Southern Italian cities are getting closer to pre-lockdown
67 66
44 43
54
37
69
83
79 82
-
10
20
30
40
50
60
70
80
90
100
-
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
Torino
Piazza San
Carlo
Torino
Stazione
Milano
Piazza
Duomo
Milano
Stazione
Centrale
Roma
Colosseo
Roma
Termini
Napoli
Stazione
Napoli
Vittorio
Emanuele
Palermo
Cattedrale di
Palermo
Palermo
Stazione
Last week vs. pre-lockdown average
2020 pre-lockdown average Week 25-31 May Idx. Last week vs. pre-lockdown average (=100)
AdCity – Average Net daily Data, Sundays excluded
15
Turin: average daily net contacts
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
1.800.000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Torino zona Piazza San Carlo Torino zona Stazione
PHASE 1 PHASE 2
+9.1%
vs. previous
week
+82%
vs. phase 1
AdCity – Average Net daily Data, Sundays excluded
16
Milan: average daily net contacts
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Milano zona Piazza Duomo Milano zona Stazione Centrale
+6.5%
vs. previous
week
+108%
vs. phase 1
PHASE 1 PHASE 2
AdCity – Average Net daily Data, Sundays excluded
17
Rome: average daily net contacts
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Roma zona Colosseo Roma zona Termini
+5.2%
vs. previous
week
+73%
vs. phase 1
PHASE 1 PHASE 2
AdCity – Average Net daily Data, Sundays excluded
18
Naples: average daily net contacts
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Napoli zona Stazione Napoli zona Vittorio Emanuele
+5.8%
vs. previous
week
+63%
vs. phase 1
PHASE 1 PHASE 2
AdCity – Average Net daily Data, Sundays excluded
19
Palermo: average daily net contacts
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May
NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED)
Palermo zona Cattedrale di Palermo Palermo zona Stazione
+4.2%
vs. previous
week
+56%
vs. phase 1
PHASE 1 PHASE 2
AdCity – Average Net daily Data, Sundays excluded
20
DATA of week 25-21/5 highlight an increase in visitors of 7,0% vs previous week
The increase is up to +70,6% compared to lockdown period
Footfall in Grandi Stazioni keeps increasing week after week
NTW Analysis_Net people per single week. Time period 23/3-31/5 2020
+7,0%
+70,6%
Source: Grandi Stazioni Retail
21
NTW Analysis_Net people per single day. Time
period 23/3-31/5 2020
Increase during workdays and Sundays
Net Workday: +7,9% 346.036 (10° week) vs 320.788 (9° week)
Net Sundays: +4,4% 265.573 (10° week) vs 254.393 (9° week)
Source: Grandi Stazioni Retail
22
Update: TV audience closer seasonal numbers, especially for middle
age and high CSE3.0 target
2020 vs 2019
week 24-30 May
0,0
5,0
10,0
15,0
20,0
25,0
9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag 10-mag 17-mag 24-mag 31-mag
Milioni
TV AUDIENCE PER AVERAGE MINUTE
2020 2019
+26,6% +23,2%
+11,7%
+7,5% +6,7% +6,6% +6,0% +5,7% +4,2% +3,8% +3,5% +2,9%
KIDS 4-7 KIDS 8-
14
18-34 D 25-54 25-54 15-64 RA 25-54 U 25-54 Individui +
Ospiti
RA 15+ CSE3.0
MA+A
Source: Havas Media elaboration of Auditel Data
23
Takeout and opportunities
• The lockdown period stimulated online purchases, especially at large multi-
category operators: personal products, electronics and clothing were the most
affected categories
• We are slowly returning to normality and some habits are here to stay: online
shopping, shopping in the neighborhoods and the fruition of online news
• Talent and influencer were the leads of communication during the 100 days of
the lockdown: there are new opportunities for the brands that want to activate
a meaningful and valuable communication channel
• Movements on the territory and at the stations keeps increasing: in Southern
cities, outdoor traffic it’s getting closer to pre-Covid numbers

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COVID-19 // Italy POV Vol.12

  • 1. 1 12th dossier – 5 June 2020 The end of the Lockdown: The beginning of «phase 3»
  • 2. 2 Havas Media is conducting a continuative research to monitor the evolution of market trends SAMPLE AND METHODOLOGY • The new research was conducted on 402 cases 18+, a sample that represents Italian citizens • The research was conducted between 22-25 May M 51% F 49% ALLOCATION PER GENDER ALLOCATION PER AGE GROUP 2% 16% 31% 30% 15% 7% 18-24 25-34 35-44 45-54 55-64 65+ Havas Data Insight – Proprietary research North West: 21% North East: 36% Center: 19% South and isles: 24%
  • 3. 3 Shops closing has stimulated online shopping, especially among the younger part of the population 80,8% 19,2% Yes No 89% 83% 81% 71% 18-34 35-44 45-54 55+ Yes No Did you shop online during the lockdown? Havas Data Insight – Proprietary research
  • 4. 4 Beauty and personal care products: the most affected category 1,5 1,8 1,8 2,8 5,8 10,8 14,2 14,5 15,7 18,2 24,6 27,4 28,3 32,6 33,8 36,9 Travel Buying or renting real estate Car or other vehicle Bicycle or mobility equipment Buying or exchanging second-hans products Organic food Sport equipment Furniture Toys and videogames Personal service activities Household cleaning or gardening products Household products Food and everyday products Clothing and accessories (dress, shoes…) Tech product Beauty and personal care producrsWhat type of products did you buy during the lockdown? Havas Data Insight – Proprietary research
  • 5. 5 E-tailers multi-category were preferred 68,8 39,1 17,2 20,3 17,2 9,4 73,8 35 18,4 16,5 19,4 4,9 66,7 32,3 19,8 12,5 11,5 8,3 69,4 37,1 12,9 17,7 11,3 4,8 69,8 35,4 17,5 16,3 15,1 6,8 0 10 20 30 40 50 60 70 80 Big e-tailer (amazon, e-price …) Company E-shops Specialised E-tailer (yoox, zalando…) Delivery and services apps (supermercato24, glovo, just eat…) Websites with timed offers (westwing, vente privee, secret escape, zalansoprivee…) Social networks 18-34 35-44 45-55 55+ Totale Which sites/apps did you used for online shopping during the lockdown? (% of respondents) Havas Data Insight – Proprietary research
  • 6. 6 We are going back to «normality» but carefulness is still high 33,3 38,8 54,2 46,5 59,2 52,2 38,1 46,3 27,4 21,1 15,2 15,4 Happy hour Dinner our Day trip Shopping No intention of doing so Not done yet Done Now that the lockdown ended, what are your plans for the next few days? (% of respondents) Havas Data Insight – Proprietary research
  • 7. 7 Online and local shopping and online news are here to stay 51,7 51,2 48,0 40,8 40,0 38,1 35,6 29,6 22,1 18,2 Shopping online Shopping in the neighbourhoods Online news Cooking DIY Movies and TV shows at home Videocalls with friends/relatives Sport at home (pilates, yoga) Buying magazines and newspapers Games and videogames What habits will you keep after the health emergency? (% of respondents) Havas Data Insight – Proprietary research
  • 8. 8 Communication after the lockdown: talent and branded content During the lockdown, talents and influencers acquired a new role online. It’s likely this trend will be confirmed also after the lockdown: we interviewed Mattia Giovanardi, CEO at DOOM, to hear his impressions and suggestions.
  • 9. 9 How has the role of talent changed during the lockdown and the transitions we are in? Until the lockdown, talents were considered as channels with a specific schedule/audience that brands could exploit for commercial reasons. The lockdown and the following phases, brought talent closer to important issues. At the same time, the commercial aspect was enriched with educational and social values like sustainability and following rules (e.g. respect social distance). Talents realized the role they play and that platforms can be used to support civic education. At the beginning of the emergency, Fedez and Chiara Ferragni launched a fundraiser that aimed to collect €200,000. Thanks to artists, athletes, entrepreneurs and all the digital audience they were able to collect €4,000,000. Their initiative created a «viral effect» and tons of similar actions were set up to support specific organisations or just to communicate the «rules» that needed to be followed to fight the virus reaching a target that is often difficult to intercept with other media.
  • 10. 10 The fruition of digital platforms has changed too? Definitely: moving from a simple space where the talent could express his artistic and creativity to a means for brands and talents to convey meaningful messages. This has also helped the «relationship» between digital and the public making it warmer, direct and deeper
  • 11. 11 Talents coming from the entertainment and sport world that experienced a stop of their normal live activities, can be translated in an easier accessibility also in terms of budget activation? From a brand point of view, the only thing that could turn into economy efficiency is sharing values: when brand and talents share the same opinion on a specific cause or issue and the talent can legitimately disclosed it, then yes a privileged agreement could exist; it will also result in a stronger endorsement and willingness of the talent. Synergy between artist/creator and brand generates a more fruitful collaboration. When starting this kind of partnership, it’s key to remember this aspect.
  • 12. 12 There will be any differences in the processing and production of content during «phase 3»? Creators/talents have to follow the rules enforced too. This will make big productions more difficult to handle. Given the higher difficulties, it will be wise to exploit talent’s creativity expertise to find the best possible way to interpret the message to be shared using available methods, aiming for the highest quality. In addition to the strategic and consulting intermediation of agencies and media agencies, brands could make the most of talent’s creative skills opening a dialogue that aligns the entire content creation chain.
  • 13. 13 Italy back on track: AdCity and Grandi Stazioni analysis • Thanks to Adcity, Havas intelligence platform, daily movements of people on the territory are being monitored: 10 areas in 5 major Italian cities • Mobility is increasing in all the monitored areas, from +4% to +8% vs previous week • Grandi Stazioni Retail analysis on movements observed at major Italian railway stations confirms the trend, with +7% compared to the previous week (growth distributed between workdays and Sundays)
  • 14. 14 Visits in Southern Italian cities are getting closer to pre-lockdown 67 66 44 43 54 37 69 83 79 82 - 10 20 30 40 50 60 70 80 90 100 - 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 Torino Piazza San Carlo Torino Stazione Milano Piazza Duomo Milano Stazione Centrale Roma Colosseo Roma Termini Napoli Stazione Napoli Vittorio Emanuele Palermo Cattedrale di Palermo Palermo Stazione Last week vs. pre-lockdown average 2020 pre-lockdown average Week 25-31 May Idx. Last week vs. pre-lockdown average (=100) AdCity – Average Net daily Data, Sundays excluded
  • 15. 15 Turin: average daily net contacts 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 1.800.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Torino zona Piazza San Carlo Torino zona Stazione PHASE 1 PHASE 2 +9.1% vs. previous week +82% vs. phase 1 AdCity – Average Net daily Data, Sundays excluded
  • 16. 16 Milan: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Milano zona Piazza Duomo Milano zona Stazione Centrale +6.5% vs. previous week +108% vs. phase 1 PHASE 1 PHASE 2 AdCity – Average Net daily Data, Sundays excluded
  • 17. 17 Rome: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 3.500.000 4.000.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Roma zona Colosseo Roma zona Termini +5.2% vs. previous week +73% vs. phase 1 PHASE 1 PHASE 2 AdCity – Average Net daily Data, Sundays excluded
  • 18. 18 Naples: average daily net contacts 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Napoli zona Stazione Napoli zona Vittorio Emanuele +5.8% vs. previous week +63% vs. phase 1 PHASE 1 PHASE 2 AdCity – Average Net daily Data, Sundays excluded
  • 19. 19 Palermo: average daily net contacts 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 2-Mar 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May NET CONTACTS (DAILY AVERAGE – WEEKEND EXCLUDED) Palermo zona Cattedrale di Palermo Palermo zona Stazione +4.2% vs. previous week +56% vs. phase 1 PHASE 1 PHASE 2 AdCity – Average Net daily Data, Sundays excluded
  • 20. 20 DATA of week 25-21/5 highlight an increase in visitors of 7,0% vs previous week The increase is up to +70,6% compared to lockdown period Footfall in Grandi Stazioni keeps increasing week after week NTW Analysis_Net people per single week. Time period 23/3-31/5 2020 +7,0% +70,6% Source: Grandi Stazioni Retail
  • 21. 21 NTW Analysis_Net people per single day. Time period 23/3-31/5 2020 Increase during workdays and Sundays Net Workday: +7,9% 346.036 (10° week) vs 320.788 (9° week) Net Sundays: +4,4% 265.573 (10° week) vs 254.393 (9° week) Source: Grandi Stazioni Retail
  • 22. 22 Update: TV audience closer seasonal numbers, especially for middle age and high CSE3.0 target 2020 vs 2019 week 24-30 May 0,0 5,0 10,0 15,0 20,0 25,0 9-feb 16-feb 23-feb 1-mar 8-mar 15-mar 22-mar 29-mar 5-apr 12-apr 19-apr 26-apr 3-mag 10-mag 17-mag 24-mag 31-mag Milioni TV AUDIENCE PER AVERAGE MINUTE 2020 2019 +26,6% +23,2% +11,7% +7,5% +6,7% +6,6% +6,0% +5,7% +4,2% +3,8% +3,5% +2,9% KIDS 4-7 KIDS 8- 14 18-34 D 25-54 25-54 15-64 RA 25-54 U 25-54 Individui + Ospiti RA 15+ CSE3.0 MA+A Source: Havas Media elaboration of Auditel Data
  • 23. 23 Takeout and opportunities • The lockdown period stimulated online purchases, especially at large multi- category operators: personal products, electronics and clothing were the most affected categories • We are slowly returning to normality and some habits are here to stay: online shopping, shopping in the neighborhoods and the fruition of online news • Talent and influencer were the leads of communication during the 100 days of the lockdown: there are new opportunities for the brands that want to activate a meaningful and valuable communication channel • Movements on the territory and at the stations keeps increasing: in Southern cities, outdoor traffic it’s getting closer to pre-Covid numbers