Covid-19 fear pushes up health care, insurance advertisement volumes

wayne


The number of advertisements (ads) by personal and insurance has seen a surge in the past few weeks against the backdrop of the Covid-19 pandemic. With people getting more cautious and looking at preventive measures, brands in these segments feel it is a good time to market ‘well-being’.


According to TAM Media Research, an audience measurement analysis firm, from April 1 to August 14, the personal sector ad volume grew 5 per cent. Of the total during April-July, 70 per cent of ad volumes were during June-July.



The data recorded by BARC India from Week 2-4 (January 11-31: Pre-Covid) shows insurance companies’ ad volumes in seconds (average) were 224,535, which dropped to 60,260 seconds during Week 11-22 (March 14-June 5: Covid), but increased to 199,973 seconds in Week 28-31 (July 11-August 7).


The personal care/personal hygiene sector grew 22 per cent in the last four weeks, compared to the pre-Covid period. The sector saw a growth of 62 per cent in the last four weeks.


The personal sector grew 26 per cent in the last four weeks, compared to the pre-Covid times. The sector grew by a mammoth 159 per cent in the last four weeks, shows the BARC data.


Even in the case of general health insurance, ad volumes spiked in June-July, compared to April.


Vinita Shah, senior vice president-corporate communication & analytics, TAM Media Research, said, “At a free commercial time-level, there is a sign of revival for the medium from the impact of the pandemic. Personal health care, specifically for Covid categories like immunity-building products (chyawanprash, vitamin supplements) and antiseptic liquids, got a boost.”


Brand expert and founder of Mogae Group Sandeep Goyal said health is a big concern right now. “When fear is the key, there is a predisposition to minimise risk. The fear of infection, fear of its consequences, and fear of its cost are driving pharma and insurance advertising,” said Goyal.

Next Post

EPFO records 655,000 net new enrolments in June, up from 172,000 in May

Net new enrolments with retirement fund body EPFO rose to 655,000 in June from 172,000 during May 2020, according to its latest payroll data, providing a perspective on employment in the formal sector amid the Covid-19 crisis. Provisional payroll data released by the EPFO last month […]

Subscribe Now