The weighted score is obtained by evaluating each key metric and calculating the overall impact on consumer behavior.
As an area hard hit by COVID-19, this population of consumers has been directly traumatized. With potentially high job loss and the knowledge of someone near them being affected, they prioritize their safety over the need to return to retail experiences that aren’t seen as truly essential.
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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
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 December 31, 2021
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.
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.
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.
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 Feb. 8, 2021
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 Feb. 8, 2021
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 Feb. 8, 2021
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 Feb. 8, 2021
Therapeutic and warm. Messaging should feel like a safe space.
Consumers are highly concerned about individual and public health. Remaining at home with reliance on online media, entertainment, and social connection. Spending cautiously and willing to cut back as needed. Fear of the unknown and the known is causing people to feel overwhelmed and anxious.
Consumers have increased 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.
Minimal impact to media from political activity as communities continue to manage uncertainties in their near-term. Performance of media will likely vary greatly from pre-COVID benchmarks.
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
Radio
Out of Home
Online Video
Paid Social
Streaming Audio
Display
CTV/Streaming Video
Paid Search
Influencer
Experiential
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.