NEW YORK, NY

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

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PHASE: Discerning

This market consists of an even mix of consumer sentiment. They are between the idea of ensuring their safety and the desire to return to their previous way of life. They can be persuaded to venture back out to retail locations. Many of those who choose to head out begin to look at how they can return to leisure activities and nonessential retail.

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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: 1

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 April 30, 2021

Rural vs. Urban | Score: 1

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: 1

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: 1

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 June 14, 2021

Death Rate Percentage | Score: 1

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 June 14, 2021

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 June 14, 2021

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 June 14, 2021

Communication Tone | Intentional, encouraging

Factual with clear information on alternative fulfillment solutions.

Consumer Sentiment | Discerning facts from feelings

Balancing health and economic concerns gives consumers a mixed desire to spend. Those reeling from financial, physical or emotional stress will still be trying to find their footing. Those whose lives remained relatively stable through the crisis will be anxious to get back to normal. For both, overt sanitation is critical to comfort level.

Media Approach | High flexibility with more long-term commitments.

Consumers have increased their time spent and engagement with digital, resulting in additional opportunity across display, paid search, paid social, and video. All of these areas, with the exception of video, have also seen decreases in costs, which allows for additional flexibility. Streaming audio has also held its share of consumers’ time and fits the need for flexibility in this stage. Political activity will likely impact media availability and pricing.

 

Performance of media will likely still lag from pre-COVID benchmarks and evaluation of scale should drive expectations for KPIs.

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

Proceed With Caution

Radio

Proceed With Caution

Print

Proceed With Caution

Out of Home

Proceed With Caution

Online Video

Highly Effective

CTV/Streaming Video

Highly Effective

Paid Search

Highly Effective

Paid Social

Highly Effective

Display

Highly Effective

Streaming Audio

Highly Effective

Influencer

Proceed With Caution

Experiential

Not Recommended

Contact Us

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.

Matt Powell

MPowell@moroch.com