The document discusses changes in media consumption during the COVID-19 pandemic. Some key findings include: - People are consuming more media like streaming video, gaming, and radio as they spend more time at home. Trust in media for information has increased significantly. - Local news and national health organizations are the most trusted sources of information about the pandemic. Younger audiences are also engaging more with traditional media like radio and print. - The pandemic has elevated the importance of media in people's lives for information, distraction, advice and connection as people seek to understand the situation and cope with isolation. Meaningful media properties that meet these growing needs will become even more influential.

1. MEANINGFUL MEDIA IN
THE TIME OF COVID-19
April 2020 |

2. 2
Despite the endless streams and
"always on" newscasts, consumers
aren’t always interested in more.
The fact is that some media matters
more to consumers. We call this
Meaningful Media: media that is
trusted, influential and engaging.
It’s only through an intimate
understanding of media properties
and an actual interest in the role that
media plays in people’s lives that we
can overcome the blocking,
subscription and outright rejection
that plagues our industry.
where a brand
shows up is as
IMPORTANT
as what it
HAS TO SAY
At Havas Media, we
believe that
2

3. MEANINGFUL MEDIA IN A PANDEMIC
The pandemic has transformed everything consumers do: where they go, who they
visit, and what they buy. It has changed what they see and hear in media. This
heightened environment has further elevated the critical role that media plays in
people’s lives.
86%
TRUST
MEDIA
TRUST
GOVERNMENT
TRUST
FRIENDS & FAMILY
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020
3
82% 70% 56%
TRUST
KNOWN EXPERTS

4. 4
IN A TIME OF
CRISIS, MEDIA
BECOMES
MORE OR LESS
MEANINGFUL

5. 5
OUR RESEARCH
TO ASSESS THE SITUATION FROM KEY PERSPECTIVES, WE CONDUCTED RESEARCH
AMONG THREE GROUPS:
We a l s o g a t h e re d i n t e l l i g e n c e f ro m
d o z e n s o f m e d i a p a r t n e r s
i n c l u d i n g T h e G u a rd i a n , V i c e ,
R e f i n e r y 2 9 , M e re d i t h M e d i a G ro u p ,
B u s t l e D i g i t a l G ro u p , G o o p , Vo x ,
C o n d e N a s t B u z z f e e d , G ro u p N i n e
a n d D o t d a s h , t o f i n d o u t :
• W h a t c o n t e n t w a s d r i v i n g t h e
m o s t e n g a g e m e n t
• H o w t h i s w a s t re n d i n g o v e r t h e
c o u r s e o f t h e p a n d e m i c
• H o w e d i t o r i a l t e a m s w e re
re s p o n d i n g .
O u r p r i m a r y s o u rc e w a s t h e s u r v e y
re s p o n s e s f ro m 8 0 0 + U S o n l i n e
a d u l t s , f i e l d e d i n M a rc h 3 1 - A p r i l
6 , 2 0 2 0 , w e i g h t e d t o m a t c h t h e
g e n e r a l p o p u l a t i o n .
O v e r t h e s a m e t i m e p e r i o d , w e
c o n d u c t e d a s u r v e y o f o u r
c o l l e a g u e s i n m e d i a p l a n n i n g ,
i n v e s t m e n t s a n d a n a l y t i c s t o
e x p l o re w h a t t h e y w e re
s e e i n g f i r s t h a n d i n t h e m e d i a
m a r k e t p l a c e .
CONSUMERS
MEDIA
PROFESSIONALS PUBLISHERS
The results give us insight into what media emerged as most meaningful to consumers in the initial
weeks of the pandemic and why.

6. 6
TABLE OF CONTENTS
§ NEW ROUTINES: Insight into how media behaviors are changing as a result of COVID-19.
§ NEWS JUNKIE NATION: Explore the need for Information, and the most trusted sources during the pandemic.
§ WINNING THE “NEW NORMAL”: As we settle into life at home, consumers are relying on media brand for
practical advice and new kinds of inspiration.
§ TAKING A BREAK: Switching is more necessary than ever before, but publishers and broadcasters must get
creative under these circumstances.
§ VIRTUAL COMMUNITIES: We may be at home, but that doesn’t mean we need to be apart. Technology, social
media and content is helping keep us connected.
§ ONES TO WATCH: Key Trends to Track in 2020.
MEDIA IS BECOMING MORE MEANINGFUL AS WE CRAVE INFORMATION, ADVICE, ESCAPISM
AND CONNECTION DURING THIS UNCERTAIN TIME.

7. 7
NEW ROUTINES
Since isolation measures began, there have been clear shifts in the
way the US population is consuming media.

8. 8
MEDIA CONSUMPTION TOPS THE LIST OF ACTIVITIES
58% SAY THEY’RE RELAXING MORE WHILE ABOUT ONE-THIRD SAY THEY’RE EXERCISING MORE
39%
36%
30%
26%
24%
18%
16%
13%
12%
28%
32%
28%
28%
22%
26%
22%
20%
17%
29%
29%
33%
38%
28%
41%
37%
40%
43%
2%
1%
5%
2%
2%
4%
3%
10%
4%
1%
1%
4%
1%
2%
2%
3%
7%
3%
2%
1%
1%
5%
21%
9%
20%
10%
21%
WATCHING TV/VIDEOS
CLEANING
RELAXING
COOKING
PLAYING COMPUTER / VIDEO GAMES
READING
DOING PUZZLES, BOARD GAMES OR CRAFTS
EXERCISE/ FITNESS
DIY
A lot more A bit more About the same A bit less A lot less Never did this
% Composition: Respondents Activities During COVID-19
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

9. “
“
9
We are seeing a behavioral change in
the time people are spending with us
week over week. Instead of a typical
time slot being most engaged
(after work, for example), people are
engaging with us across the course of
the day, as they’re home.
Havas Media Publisher Survey
Meghan Kirsch, Chief Content Officer

10. 60%
57%
53%
52%
47%
45%
42%
40%
35%
35%
34%
27%
Video streaming
Watching live TV
Playing mobile games
Playing console games
Watching video on demand
Streaming Music
Playing PC Games
Listening to Podcasts
Reading Newspapers
Listening to music I Own
Listening to Radio
Reading Magazines
10
MORE VIDEO, MORE STREAMING, MORE GAMING
Over half of respondents are watching TV and streaming video
more now compared to before COVID-19
Age matters: 66% of 25-34 are streaming video more, compared
with only 31% of 54-65
Adults 25-34s claim to have added the most streaming music
time to their schedules with 53% reporting an
increase since March 31st
Men are playing more console games: 19% vs. 11% of females,
while females report playing mobile games more often at 20%
vs.15% of males
WITH MORE TIME ON OUR HANDS, MEDIA CONSUMPTION HAS SKYROCKETED
% Composition: Respondents Reporting Consumption Increases
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

11. 4%
6%
30%
62%
I've already canceled my service due to the pandemic
I'm planning to cancel my service due to the pandemic
I don't have this type of service
I'm planning to keep my service
11
ENTERTAINMENT IS ESSENTIAL
DESPITE THE SUDDEN ECONOMIC SHOCK, ONLY 6% SAY THEY
ARE SPENDING LESS ON STREAMING ENTERTAINMENT SERVICES
% Composition: Are you planning to cancel your pay-tv service (cable, satellite or fiber TV) due to the coronavirus pandemic?
Business Insider Intelligence Consumer Survey, April 2020, n=1,242

12. 12
STREAMS, STREAMS AND MORE STREAMS
NETFLIX & SPOTIFY USAGE IS UP,
WHILE DISNEY+ WINS WITH PARENTS AND 18-24-YEAR-OLDS
51%
42% 41% 37% 34% 33% 31% 31%
Spotify Apple
Music
Pandora Sound
Cloud
Audible Satellite
Radio
AM/FM
Radio
Tidal
56% of parents and 59% of 18-24-year-olds report increased usage of Disney+
*Broadcast Streaming apps: e.g. CBS All Access, ABC Go
**Cable Steaming apps: e.g. HBO Now
48% of A18-24 report increased usage of Spotify, while 20% of A55-64 are listening to AM/FM Radio more
often. Parents are using all audio apps more often than non parents. Males are using all audio apps more often
than females with the exception of Pandora; both are at 20% increased usage. AM/FM Radio, Sound Cloud,
Audible and Tidal have greater usage among single person HHs while Spotify, Pandora, Apple Music and
Satellite Radio have greater usage among multiple person HHs
% Composition: Respondents Watching More Across
Video Streaming Platforms
% Composition: Respondents Listening More Across
Audio Platforms
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020
63%
53% 51% 49% 46% 44%
41%
35%
Netflix YouTube Amazon
Prime
Video
Disney Plus Broadcast
Streaming
apps*
Cable
streaming
apps**
Roku Apple TV+

13. 40%
54%
45% 49%
41%
24%
18-24 25-34 35-44 45-54 55-64 65+
44%
42%
Female
Male
13
GAMING
% Composition: Respondents Gaming More by Age
GAMING USAGE IS UP ACROSS DEMOS, EVEN SENIORS BY NEARLY 25%
CONSOLE, MOBILE AND PC GAMES USAGE ALL SEE INCREASES, PARTICULARLY AMONG A18-
34
% Composition: Respondents Gaming More by Gender
59%
53%
31%
44%
52%
36%33%
45%
23%19%
34%
16%
7%
16% 17%
1%
13% 11%
Playing console games (e.g. Xbox, PlayStation) Playing mobile games (e.g. Candy Crush, Clash of Clans) Playing PC Games
18-24 25-34 35-44 45-54 55-64 65+
% Composition: Respondents Gaming More by Type/Age
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

14. 14
YOUNGER AUDIENCES ARE REVISITING TRADITIONAL MEDIA
33%
30%
27%
40%
32%
28%
36%
33%
21%
27%
19%
16%
23%
16% 15%
22%
24%
12%
Listening to Radio Reading Newspapers Reading Magazines
18-24 25-34 35-44 45-54 55-64 65+
INCREASED CONSUMPTION ACROSS ALL CHANNELS IS HIGHEST AMONG
MILLENNIALS, WHO ARE EMBRACING TRADITIONAL RADIO AND PRINT
% Composition: Respondents Increasing Usage During COVID-19
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

15. 15
SIGNALS OF LONGTERM CHANGE
WHILE SOME BEHAVIORS ARE A RESPONSE TO SHORT TERM CIRCUMSTANCES THERE ARE
SIGNS OF LONGTERM SHIFTS IN AREAS LIKE FITNESS
19%
9%
8%
8%
6%
5%
4%
4%
20%
11%
12%
9%
8%
5%
5%
8%
31%
30%
32%
27%
23%
21%
16%
17%
10%
17%
18%
22%
23%
26%
24%
21%
16%
30%
26%
31%
37%
39%
47%
48%
5%
3%
3%
3%
3%
4%
4%
3%
Read more
Take up a new form of fitness
Learn a new hobby
Learn a new skill
Take a short educational course
Learn a foreign language
Sign up for an ed. course for a certificate or degree
Take part in training through my existing workplace
Started doing this Definitely intend to do this Might do this Probably won't do this Definitely won't do this Was doing this already
% Composition: Respondents Spending Time Currently, Compared Before COVID-19
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

16. 16
NEWS JUNKIE NATION
Faced with isolation orders and rapidly changing societal norms, everyone has
tuned into the news.

17. “
“
17
You have become a lifeline for me in my isolation. I
cannot depend on the information I'm receiving
from my governments (federal, state, local) on
how to manage my life during the outbreak. So I
have turned to you.
Reader Survey
Havas Media Publisher Survey

18. 18
93% SAY
MEDIA’S
INFORMATION
ROLE IS AS
IMPORTANT
OR MORE
IMPORTANT
THAN BEFORE
COVID-19
34%
45% 44% 43% 48% 50% 48% 48%
27%
25% 25% 24% 25% 23% 24% 22%
32%
22% 21% 21% 19% 17% 16% 17%
Information Distraction Unwind Escapism Comfort Practical
Advice
Inspiration Connection
A lot more
A bit more
About the same
A bit less
A lot less
INFORMATION HAS INCREASED IN IMPORTANCE MORE THAN ANY OTHER
NEED
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020
ACCESS TO INFORMATION IS MORE
IMPORTANT THAN EVER
% Composition: Respondents Most Critical Needs from Media After COVID-19

19. 19
US GOV HEALTH ORGANIZATIONS AND EXPERTS ARE THE
MOST TRUSTED SOURCES FOR FACTUAL INFORMATION
A THIRD OF RESPONDENTS SAID THAT PRESIDENT TRUMP IS NOT TRUSTWORTHY AT
ALL. WHILE FAMILY & FRIENDS OFTEN RANK AS THE MOST TRUSTED SOURCE OF
INFORMATION, ONLY 56% OF PEOPLE DEEM THEM VERY OR SOMEWHAT TRUSTWORTHY
18%
9%
21%
20%
31%
30%
32%
33%
19%
31%
35%
40%
35%
37%
38%
38%
21%
39%
33%
26%
20%
22%
23%
18%
10%
12%
8%
9%
7%
7%
5%
7%
33%
9%
3%
6%
6%
4%
2%
4%
PRESIDENT TRUMP
OTHER GOV OFFICIALS
FRIENDS/FAMILY
LOCAL GOV OFFICIALS
GLOBAL HEALTH ORGS
LOCAL NEWS
EXPERTS I KNOW
GOV HEALTH ORGS
Very Trustworthy Somewhat trustworthy Neither Somewhat Untrustworthy Not Trustworthy
% Composition: Respondents Trust of Government/Persons/Media
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

20. 20
THE POWER OF LOCAL
THIS IS A GLOBAL PANDEMIC, BUT ONE OF THE MOST TRUSTED AND MEANINGFUL SOURCES OF NEWS IS
LOCAL, COMMUNITY-BASED INFORMATION
§ While Local Government Officials were ranked in
the middle in terms of trustworthiness of
institutions, Local News (67%) was the most
trusted within the media properties in the survey
§ Indeed, Local News is thriving, with viewership and
site traffic surging as people look to understand the
local implications for this global pandemic
New York Times

21. 21
News comes from
many sources, and
age impacts where
people turn to first
Younger demographics
rely heavy on CNN and
FOX. A45-54 rely
heavy on local news.
Meanwhile, The
Guardian has doubled
its U.S. unique visitors
since December 2019,
with a higher increase
amongst the A18-34
age group compared
to other
demographics.
A18-24 A25-34
A35-44 A45-54
A54-64 A65+
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

22. Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020 & The Guardian
22
NEWS BRANDS ARE SEEING A SHIFT IN WHAT CONTENT IS
MOST MEANINGFUL
IN JUST A FEW WEEKS USER SEARCHES AND TIME SPENT ON SITE HAVE
SHIFTED AWAY FROM POLITICS
Political Maps
M o s t re a d h e a d l i n e o f t h e w e e k
( U S ) o n T h e G u a rd i a n , w e e k o f 2 / 1
“ I o w a C a u c u s R e s u l t s : L i v e B l o g ”
Coronavirus Maps
M o s t re a d h e a d l i n e o f t h e w e e k
( U S ) o n T h e G u a rd i a n , w e e k o f
3 / 2 2 “ C o ro n a v i r u s M a p o f t h e
U S : L a t e s t C a s e S t a t e b y S t a t e ”
FROM TO
News & Politics
M o s t u s e d k e y w o rd s i n t h e U S o n
T h e G u a rd i a n w e e k o f 2 / 1 : U S
N e w s , Wo r l d N e w s , U S p o l i t i c s ,
U S e l e c t i o n s 2 0 2 0 , D e m o c r a t s
News & Science
M o s t u s e d k e y w o rd s i n t h e U S o n
t h e G u a rd i a n w e e k o f 3 / 2 2 :
C o ro n a v i r u s o u t b re a k , Wo r l d
n e w s , U S n e w s , I n f e c t i o u s
d i s e a s e s , S c i e n c e
Our Differences
A r t i c l e t h a t p e o p l e s p e n t t h e
m o s t t i m e w i t h i n t h e U S , w e e k o f
2 / : “ W h y L i b e r a l W h i t e Wo m e n
P a y a L o t t o L e a r n O v e r D i n n e r
H o w T h e y ’ re R a c i s t ”
Common Problems
A r t i c l e t h a t p e o p l e s p e n t t h e
m o s t t i m e w i t h i n t h e U S 4 w e e k s
i n a ro w, s t a r t i n g w e e k o f 3 / 1 :
“ W h a t i s C o ro n a v i r u s , a n d W h e n
S h o u l d I C a l l A D o c t o r ? ”

23. 23
Trust to the Top: Search engines and social media platforms are
elevating the most reputable scientific and locally relevant
resources to the top of feeds, perhaps in acknowledgement that
the stakes are too high for us to risk reliance on algorithms to
suppress hoaxes or outdated information.
Free Press: The New York Times, Wall Street Journal, LA Times,
and others removed paywalls for coronavirus-related content early
in the crisis. The New York Times partnered with Verizon to fund full
digital subscriptions to high school students at home.
Multi-Platform Push: NowThis launched a new Twitch channel to
increase its live output. The platform mixing daily breaking stories
with feel-good news stories around COVID-19, leading to a 30%
increase in traffic from February-March.*
MEDIA BRANDS
ARE TAKING
MEANINGFUL
ACTION IN
NEWS TO MAKE
UPDATES MORE
ACCESSIBLE
AND
TRUSTWORTHY
*Source: Group Nine First Party Data

24. 24
WINNING THE “NEW NORMAL”
As people adjust to this new normal, they are seeking a sense of control.
Instead of shying away from the current reality, we see people doubling down
and seemingly asking: How can I be really good at quarantine?

25. “
“
25
I use Instagram and watch chefs
create foods and dishes, while
listening to my favorite stations
on Pandora.
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

26. 26
40% OF
CONSUMERS
RESPONSES
WERE THAT
PRACTICAL
ADVICE WAS
MORE
IMPORTANT
TO THEM
NOW THAN IT
WAS BEFORE
COVID-19.
TRUSTED RESOURCES HELP PEOPLE DO
REGULAR THINGS UNDER NEW CONDITIONS
This expands the meaningful media set beyond news brands to include sites
and apps like Bustle for developing a home beauty regimen, Investopedia for
navigating financial volatility, Calm for managing mental health, and YouTube for
just about anything.
[ home beauty regimens ] [ mental health management ] [ navigating financial volatility ]
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

27. 27AS PEOPLE ADJUST TO THIS NEW NORMAL,
THEY ARE SEEKING A SENSE OF CONTROL
INSTEAD OF SHYING AWAY FROM THE CURRENT REALITY, WE SEE PEOPLE DOUBLING DOWN
SOURCE: DotDash 1st
Party Data (3/8/20-3/28/20, 3/10/19-3/30/19
In the 3 weeks starting on 3/8,
Investopedia and The Balance
Traffic Increased 128% YOY
1/5/20 1/12/20 1/19/20 1/26/20 2/2/20 2/9/20 2/16/20 2/23/20 3/1/20 3/8/20 3/15/20 3/22/20
2020 Weekly Growth in Investing/Trading Sessions
2019 Traffic Incremental 2020 Traffic

28. 28SEARCHES AND CONTENT CONSUMPTION
GIVE CLUES INTO OUR SHIFTING PRIORITIES
PEOPLE HAVE SETTLED INTO THIS ”NEW NORMAL” AND ARE ADJUSTING THEIR HABITS
FROM
Collaboration
E a r l y M a rc h : I n t e re s t i n S k y p e
+ 2 2 2 % , G o o g l e S h e e t s + 7 0 %
Balance
E n d o f M a rc h : “ S t re s s o f w o r k i n g f ro m
h o m e ” + 1 3 0 % “ S t e p s t o a c h i e v i n g
w o r k - a t - h o m e b a l a n c e ” + 7 0 %
Keeping up w/ Celebs
To p c o n t e n t w e e k o f 3 / 1 o n
P O P S U G A R . “ K a t y P e r r y a n d O r l a n d o
B l o o m a re E x p e c t i n g t h e i r F i r s t C h i l d
To g e t h e r ”
Feeling better w/ Celebs
To p c o n t e n t w e e k o f 3 / 2 9 o n
P O P S U G A R , “ J o h n K r a s i n s k i Wa n t s t o
S h a re G o o d N e w s w i t h t h e Wo r l d , S o
H e R e a c h e d O u t t o S t e v e C a re l l ”
A Far-Away Problem
To p c o n t e n t o n N o w T h i s F B w e e k
o f 2 / 2 3 , “ Wa t c h t h i s C h i n e s e
S WAT Te a m P r a c t i c e H o w To Ta k e
D o w n a ” C o ro n a v i r u s V i c t i m ”
Close to Home
To p c o n t e n t o n N o w T h i s F B w e e k
o f 4 / 4 , “ Tr u m p L o s e s H i s C o o l
W h e n F o x N e w s R e p o r t e r A s k s
A b o u t C O V I D - 1 9 Te s t i n g ”
TO
Havas Media Meaningful Media & DotDash, Dot Dash 1P Data Q12020

29. 29
People are looking
for helpful and fun
content to make it
through this
unprecedented time
at home.
Time is slowing
down for people,
and they’re taking
that time to do and
learn new things.
Fitness routines are
also changing.
This family workout video was published in June
2019 and shot up to the #4 most watched video
• We no Longer need the “quick beauty
fix” or the “how to make dinner as
quickly as humanly possible” content.
• Publishers like dotdash, are seeing
an increase on content searches about
“baking bread” and “paint like a pro”.
• POPSUGAR is seeing substantial
increases in viewership of their fitness
content on YouTube.
• Top themes include “no equipment,”
“dance” and “family friendly” workouts.
• The at home workout is freeing many
people in a surprising way.
SOURCE: Dotdash and GroupNine 1st party data

30. 30
TAKING A BREAK
News-seeking, mask-sewing, and hand-washing aren’t taking up all of our time.
We’re also finding time to switch off and sit back.

31. “
“
“
“
31
My family and I just talk
about what is happening
worldwide and we try to
watch the same shows
on TV and Netflix and
Hulu so we can talk
about them.
We mostly talk about
sports, old games
being shown, and
when it’s going to
come back to TV
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

32. 32AFTER NEWS, ENTERTAINMENT, FOOD CONTENT
ARE MORE MEANINGFUL AS PEOPLE ADAPT TO NEW REALITY
47% OF RESPONDENTS SAY DISTRACTION IS MORE IMPOR TANT NOW, WITH 22% SAYING IT’S A LOT
MORE IMPOR TANT, FOLLOWED BY NEWS, ENTER TAINMENT AND FOOD CONTENT WITH LARGE
INCREASES IN IMPOR TANCE.
5% 8% 5%
31%
20% 21%
26%
16%3%
6%
4%
5%
5% 6%
21%
35%
3%
6%
5%
5%
5% 6%
12%
10%
25%
40% 50%
28% 45% 46%
28% 28%
29%
23%
25% 15%
16% 15%
6% 6%
36%
17% 12% 16%
8% 7% 7% 4%
News Entertainment Food Gaming Science &
Technology
Home & Garden Sports Travel
A lot more
A bit more
About the same
A bit less
A lot less
Never had any interest in this
% Composition: Respondents Areas Current Consumption of Content Types Compared to Before COVID-19
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

33. 33
SOME THINGS DON’T CHANGE, LOVE FOR ANIMAL VIDEOS
THE DODO’S SITE TRAFFIC NEARLY DOUBLED FROM FEBRUARY TO MARCH
T h i s v i d e o w a s p o s t e d b y T h e D o d o o v e r 2 y e a r s a g o – i t
d o u b l e d i t s a u d i e n c e i n M a r c h , a s C O V I D h e a t e d u p a n d
p e o p l e a r e l o o k i n g f o r f e e l g o o d s t o r i e s
V i e w e r s h i p f o r D o d o K i d s a l s o s p i k e d i n m i d - M a r c h a s s c h o o l s
s t a r t e d t o g e t c a n c e l l e d . T h i s v i d e o a b o u t a g r u m p y d o g w a s
o n e o f t h e i r m o s t w a t c h e d v i d e o s i n M a r c h
GroupNine First Party Data

34. 34
PUBLISHERS HAVE HAD TO GET CREATIVE TO KEEP
UP WITH THE PACE
• DIY Live: From cooking to "SNL" to late night television, we’re seeing inside the homes of hosts. The lack of
polish feels somehow appropriate, and DIY nature of the programming makes famous hosts more relatable
and endearing.
• Entertainment and Celebrity Content: These categories are surging across many publishers, including
POPSUGAR and Elite Daily. Top content includes topics related to the Netflix breakout "Tiger King" and feel-
good messages from celebrities quarantined at home as well. We might have loved celebs before, but we feel
even more connected to them now as they share this strange experience.
• Memes, Quizzes, and Jokes: Publishers like BuzzFeed are investing in what they call
“counterprogramming,” content that helps people escape from the COVID-19-related news and information.
Week over week, they’ve seen quizzes on the rise, with traffic emerging from the BuzzFeed quiz page. One
quiz in particular has been spreading rapidly week over week: “Sorry, Millennials, But There's No Way You Will
Be Able to Pass This Quiz.”
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020
EDITORIAL STRATEGIES, MEDIA PLANS, AND CONTENT CALENDARS FROM SIX MONTHS
OR EVEN A MONTH AGO HAVE BECOME IRRELEVANT

35. “
“
35
In the past, for a popular show like Tiger King, our publishing
would match the audience’s appetite (pre-Corona[virus], it
takes a couple of weeks before a binge-able show to reach
peak audience). Now we’re pumping out that content as fast
as we can, because people are consuming at a much faster
rate.
Havas Media Publisher Survey

36. 36
WE’RE ALL TUNING IN
PART OF ESCAPING IS SHARING. CONTENT PRODUCTION HAS SHIFTED,
BUT WE ALL STILL WANT TO BE IN THE KNOW
WE ARE LIV E ! F ROM HOME LIONS,T IGE RS, CE LE BS..OH MY! HAV E Y OU S E E N [T HAT ] Y E T ?
I N V E S T O P E D I A S E E S A 4 0 0 0 % T R A F F I C
S P I KE F OR “ 6 COMMON A ND D I S CONT I NU E D
CU R R E NCY D E NOMI NA T I ONS ” A F T E R A
ME NT I ON OF A $ 5 0 0 B I L L ON " T I GE R KI NG"
P u b l i s h e r s l i k e B u z z F e e d a r e i n v e s t i n g
i n w h a t t h e y c a l l
“ c o u n t e r p r o g r a m m i n g ” c o n t e n t t h a t
h e l p s p e o p l e e s c a p e f r o m C O V I D -
r e l a t e d n e w s & i n f o .

37. 37
VIRTUAL COMMUNITIES
Physical distancing measures put tremendous pressure on relationships, but
we’re finding new ways to stay connected.

38. “
“
“
“
38
Netflix Party extension has
caused me to start using
Netflix for the first time in
years, it allows me to
connect with my significant
other, who is quarantining
separately because they are
essential personnel.
TikTok has become part of
my everyday life. My family
and I send them to one
another, and we just laugh.
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

39. 39
PEOPLE ARE TURNING TO SOCIAL MEDIA
AND VIDEO CHAT
39% OF PEOPLE
ARE RELYING
ON MEDIA TO
FEEL MORE
CONNECTED
AFTER
COVID-19.
15%
18%
32%
25%
27%
27%
30%
37%
26%
27%
27%
25%
32%
31%
39%
40%
48%
23%
23%
17%
25%
24%
25%
25%
18%
29%
28%
30%
32%
26%
27%
22%
29%
25%
50%
48%
29%
46%
32%
40%
39%
32%
41%
29%
26%
32%
36%
39%
33%
22%
17%
8%
4%
11%
3%
7%
5%
5%
7%
3%
7%
10%
4%
6%
3%
4%
8%
6%
5%
7%
11%
10%
3%
7%
8%
7%
6%
5%
Linked In
Next Door
Marco Polo
Email
House Party
Twitter
Facebook
WhatsApp
Phone Calls
Microsoft Teams
Twitch
Skype
Instagram
Texting
Facetime
Tik Tok
Zoom
Using a lot more Using a bit more Using about the same amount Using a bit less Using a lot less
% Composition: Respondents Time Spent Using Platforms Currently, Compared Before COVID-19
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020
Base: Online Adults 18+ Users of Platform

40. 40
Email and phone are universal; Facebook, Instagram skew personal, LinkedIn & Zoom top for business;
Twitter and NextDoor help connect with broader community. But there is significant crossover– about as
many people are using Zoom to talk to friends and family as they use it for work!
7%
7%
8%
9%
10%
11%
13%
13%
17%
18%
28%
37%
38%
66%
74%
76%
79%
0% 20% 40% 60% 80% 100%
House Party
Marco Polo
MS Teams
Twitch
Linked In
Next Door
Tik Tok
Zoom
WhatsApp
Skype
Twitter
Facetime
Instagram
Facebook
Email
Phone Calls
Texting
% Composition of Respondents: Which of the following services or apps are you using to keep in touch with other people?
4%
4%
4%
5%
5%
7%
7%
7%
8%
9%
11%
12%
14%
18%
23%
24%
35%
0% 10% 20% 30% 40%
Marco Polo
House Party
Next Door
Tik Tok
Twitch
WhatsApp
Facetime
Twitter
Instagram
Microsoft Teams
Skype
Facebook
Zoom
Linked In
Texting
Phone Calls
Email
3%
3%
3%
4%
5%
5%
5%
5%
6%
6%
8%
8%
9%
9%
10%
11%
14%
0% 5% 10% 15%
House Party
Marco Polo
Microsoft Teams
Facetime
WhatsApp
Skype
Twitch
Tik Tok
Linked In
Zoom
Instagram
Texting
Phone Calls
Next Door
Facebook
Twitter
Email
Friends & Family Work Colleagues Broader Community
USERS’ TIME SPENT WITH ZOOM, TIKTOK AND FACTIME ARE
ALL UP SINCE COVID-19
About as many people are
using Zoom to talk
to friends and family as
they use it for work!
Havas Media Meaningful Media & COVID-19 Study, March 31-April 6, 2020

41. 41
MEDIA
PUBLISHERS
AND TECH
COMPANIES
ARE TAKING
MEANINGFUL
ACTION TO
HELP
PEOPLE
CONNECT
WITH ONE
ANOTHER.
• Zoom exploded when it went free,
powering happy hours, book
clubs, game nights, Passover
seders, and Easter dinners
• ABC and NBC are promoting
family movie nights, as the
new Chrome browser
extension Netflix Party
allows for co-viewing under
streaming conditions.

42. 42
FROM BRANDS AND PEOPLE, WE ARE SEEING THREE MAJOR
CULTURAL REACTIONS
THE MOST MEANINGFUL MEDIA WILL FUEL THESE TRENDS
Collective Human Strength Survival through Indulgence Hope for the Future
Singing, Shared Experience
powered by Technology, Exercise
Videos At Home, Pet Videos
Cooking, Baking, Alcohol
consumption (during)
Divorce, Luxury Purchases (after)
Environmentalists, Tech
Entrepreneurs, New Modes of
Education, Art
RESILIENCE REVENGE REINVENTION
Havas International, “COVID-19: How could this affect culture and society?” April 2020

43. 43
ONES TO WATCH
THIS IS THE BEGINNING OF MASSIVE CHANGE: NEW TRENDS AND BEHAVIORS ARE
DEVELOPING AND THE MEDIA ENVIRONMENT IS SHIFTING
4 Key Areas to Watch in 2020
GENERATIONAL CROSSOVER CONTENT DROUGHT
ECONOMIC PRESSURE NEWS FATIGUE
Will coronavirus age up TikTok and age
down Facebook?
What happens when we run out of
content? With producers and talent at
home as well as viewers, the pipeline of
new content doesn’t exist anymore.
What media subscriptions get cut first?
How will new offerings
(Peacock, Quibi) fair?
We are already seeing evidence of
news fatigue as viewership flattens.
How long until it fades into wallpaper?