GREENVILLE, SC – SPARTANBURG, SC – ASHEVILLE, NC – ANDERSON, SC

The weighted score is obtained by evaluating each key metric and calculating the overall impact on consumer behavior.

70

PHASE: Aware

As an optimistic market, the threat of COVID-19 is perceived as having "come and gone" – at least for the time being. This notion, paired with some fatigue of staying home, drives them to take advantage of their easing of restrictions. However, they’re mindful not to overdo it with excessive spending or being in large groups.

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Unemployment Rate

Rural vs Urban

Political Persuasion

Politcal Majority

Restaurant Opening
Status By State

Current Lockdow
Status By State

Death Rate

Infection Rate

Unemployment Rate | Score: 4

1 = most impact, 5 = least impact

Unemployment impacts consumers’ ability to spend, especially on discretionary purchases. The lower the unemployment rate within a DMA, the better the potential is for the economy and businesses.

Data through August 31, 2020

Rural vs. Urban | Score: 4

5 = more rural, least impact; 1 = more urban, most impact

Urbanized DMAs have the potential to be heavily impacted by COVID-19 as people are often in closer proximity, whereas more rural DMAs are likely to be less impacted.

Political Persuasion | Score: 5

5 = Republican, 1 = Democrat

Based on current trends, Republican-controlled states have a higher likelihood of opening up faster than those controlled by the Democratic party.

Political Majority | Score: 5

5 being the highest, 1 being the lowest

It’s likely that states with a higher Republican majority can make the decision to reopen faster, while states with a smaller majority may see delays from legislative debate.

Infection Rate Percentage | Score: 3

5 being the lowest, 1 being the highest

The higher the published COVID-19 infection rate, the more likely consumers will feel less confident about returning to businesses, even if the state has relaxed lockdown rules.

Data through Oct. 4, 2020

Death Rate Percentage | Score: 2

5 being the lowest, 1 being the highest

The higher the published COVID-19 death rate, the more likely consumers will feel less confident about returning to businesses, even if the state has relaxed lockdown rules.

Data through Oct. 4, 2020

Lockdown Status | Score: 3

5 = no lockdown; 3 = lifted; 2 = partially lifted; 1 = still on lock down

States are beginning to relax shelter-in-place orders in a phased approach. This will continue to impact consumer sentiment if they feel there may be a potential risk.

Data through Oct. 4, 2020

Restaurant Opening Status | Score: 5

5 = fully reopened; 3 = dine in with limits; 1 = carry-out only

Throughout the country, states are beginning to allow restaurants to reopen in a phased approach. This will continue to impact consumer sentiment if they feel there may be a potential risk.

Data through Oct. 4, 2020

Communication Tone | Hopeful but realistic

Positive but measured. A gracious invitation.

Consumer Sentiment | Following and aware

Consumers are making small steps towards normalcy. Gaining confidence but still uncertain. Resigned to try to begin living in the new normal. Still a wide spectrum, but fear is beginning to wane. Some feel ready to get back to pre-COVID times and behaviors, while others are still timid about resuming normal activities.

Media Approach | Consumption trends begin settling into long-term habits.

Flexibility no longer needs to be a top priority. Consumers have increased their time spent and engagement with digital, resulting in additional opportunity across display, paid search, paid social, and video. Video has also seen an increase across environments, impacting linear TV, CTV and streaming video. Consumers who added subscription streaming services will likely keep them. Print and OOH are likely rebounding at this point as well. Political activity will likely return to forecasted levels from pre-COVID, impacting both media availability and pricing.

 

Performance expectations should mirror historical benchmarks while taking into account variables that are driven by changes to media consumption and the decrease of media cost, especially for digital tactics where pricing has decreased substantially. TV and audio costs have seen smaller changes.

Channel Recommendations

These recommendations provide general guidelines when determining the most effective channels during each phase of the assessment. However, every market is unique and typically requires a more comprehensive evaluation to build an optimal plan. If you would like to discuss creating a data-informed, customized plan for one of your markets, we’d be happy to talk.

TV

Highly Effective

Radio

Highly Effective

Print

Highly Effective

Out of Home

Highly Effective

Online Video

Highly Effective

Video, Including TV

Highly Effective

Paid Search

Highly Effective

Paid Social

Highly Effective

Display

Highly Effective

Streaming Audio

Highly Effective

Influencer

Highly Effective

Experiential

Not Recommended

Developing the right market strategy in the current environment is a true challenge. At Moroch, we specialize in helping clients including McDonald’s, Midas and Planet Fitness create audience-first strategies designed to get the most out of every market.

If you’re interested in having us do a deeper dive into your specific DMAs or run a market-by-market analysis we can make that happen. Just fill out the form or email Kelly Correia directly.