The COVID-19 Pandemic Impact on the TV Commercials Content in European Countries

Abstract

The outbreak of the COVID-19 global pandemic has strongly affected different issues of everyday life. The pandemic has changed consumer attitudes and behavior. Consequently, during COVID-19, businesses had to decide how to organize the advertising campaigns and what content should be addressed to consumers. Considering the limited number of articles concerning these issues, it seems important to evaluate the impact of the global health crisis on advertising messages in different countries. The main objective of this paper is to assess TV commercial campaigns implemented during the COVID-19 pandemic, including the specific epidemic situation in the selected countries. The research methodology was based on the observation, a qualitative method of collecting data obtained through monitoring the content of TV commercials aired during the afternoon, before or after the main news service. The research was conducted in May 2020 and in May 2021 in five selected European countries affected to varying degrees by the coronavirus pandemic. The research results allowed evaluation of the advertising messages in terms of their content and values exposed. The findings indicate that the number of COVID-related TV commercials is not correlated with the number of patients and deaths from COVID-19. The themes appearing the most often in the TV commercials in the studied period were the #StayAtHome idea, family and friends, the aspect of safety during the crisis, and brands' special offers. The tone of the advertisements was usually uplifting and hopeful, trying to cheer the stressed societies. From a theoretical perspective, the research results show the advertising strategy issues in specific conditions in different European countries. These findings concerning TV commercial strategy during a pandemic crisis could provide references for other countries, especially in Europe. The research results could be useful for marketing managers in developing strategies concerning the successful planning of TV commercials in crisis periods in European countries.

Health Risks and Country Sustainability: The Impact of the COVID-19 Pandemic with Determining Cause-and-Effect Relationships and Their Transformations

“…Authors from different countries investigated the multidirectional impact of the COVID-19 pandemic on the social and economic development of territorial units. Many social issues have been raised due to the long-term effect of the uncertainty surrounding the coronavirus pandemic [4][5][6][7][8][9][10][11][12][13][14][15][16][17][18][19][20][21][22][23]. An important topic was raised in one study [24] regarding the creation of gender-sensitive policies to counter the negative impact of the pandemic.…”