NEW YORK, NY

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

1

PHASE: Processing

This is a tenuously hopeful market. They know that COVID-19 is still a very present threat. However, with the days passing and the positive impact that social distancing has had, they also see things will get better slowly. They remain cautious about engagement.

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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 February 28, 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: 2

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 April 12, 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 April 12, 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 April 12, 2021

Restaurant Opening Status | Score: 3

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 April 12, 2021

Communication Tone | Useful and empathetic

Responsible and efficient noting all the steps taken to keep the consumer and the product safe.

Consumer Sentiment | Listening, watching, and processing

Consumers are mentally and emotionally fatigued due to extended periods of sheltering in place. Those cautious and compliant at the beginning are starting to shift their perspective. There is a desire to move forward, but apprehension about their health and the economic health of their community will likely keep them near or at home.

Media Approach | Continue to prioritize flexibility.

Consumers maintain their 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. Video should be used cautiously based on the ability to produce appropriate messaging that continues to evolve as environment do. Streaming audio has also held its share of consumers’ time and fits the need for flexibility in this stage. Political impact will likely begin to increase, but it will likely not have a large impact on media pricing or availability.

 

Performance will likely still be greatly impacted and KPIs/benchmarks should be revisited.

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

Not Recommended

Radio

Proceed With Caution

Print

Not Recommended

Out of Home

Not Recommended

Online Video

Highly Effective

Paid Social

Highly Effective

Streaming Audio

Proceed With Caution

Display

Highly Effective

CTV/Streaming

Highly Effective

Paid Search

Proceed With Caution

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