April April 15 , COVID-19 2020 UPDATE 1 CONSUMER
MEDIA 2 TV DIGITAL SEARCH SOCIAL BUZZ
3 CONTENT 4 BISINESS Chronology and current status in Russia April, 15 24 490 1 986 84 sick recovered regions
Russian Railways will Moscow will gradually introduce a suspend free long- Non-working digital pass system to enforce distance rail travel for mode prolonged lockdown rules starting Apr,15 World War II veterans till Apr, 30 across 30 mar all Russia 10 apr 13 apr
Strict quarantine 2 apr 13 apr Cathedrals to close mode for all their Holy Week and people in Msk Fines on In Moscow all construction and Easter services to and Moscow Muscovites who maintenance work is suspended, as the public (some region violate the city's are car-sharing services regions) (26 regions in self-isolation orders total) covid-19 | Apr 8, 2020 – Apr 15, 2020 1CONSUMER Peak of demand growth for FMCG goods is over
Offline FMCG retaill: Consumers switch back to convenience ЗдоровьеSlowdown и личное of weekly sales growth formants in everyday shopping благосостояние – главныеdynamics причины Dynamics of sales by channels of modern retail, % беспокойстваfrom 25% россиян till 15% сейчас
Online FMCG retail: Slowdown is less from152% till 136%
Nielsen retail audit: 30Mar-5Apr, volume sales, vs the same Discounters Hypermarkets Minimarkets Supermarkets period in 2019 covid-19 | Apr 8, 2020 – Apr 15, 2020 Changed priorities in everyday purchases
House cleaning and hygiene Decreased demand for Lower chances for impulse grow in priority personal care categories purchases
+98% floor cleaners - 41% hair stylings - 45% chewing gum +51% wet wipes - 29% deodorants - 21% chocolate bars +50% soap - 14% aftershave - 24% chocolate candies +42% universal cleaners - 9% hair conditioners
Source: Nielsen retail audit of the biggest retail chains.Volume sales dynamics, 30 Mar-5Apr vs the same period of 2019
covid-19 | Apr 8, 2020 – Apr 15, 2020 2 MEDIA COVID-19
IMPACT ON TV TV-viewing went through an explosive growth stage and stabilized at +20-30% relative to the pre- TV-viewing has quarantine level stabilized
AUDIENCE TV-viewing of most age groups and most used target audiences stabilized 10-15% below the peak values of last week. There is no difference in TV-viewing between workdays and weekends
CONTENT TV-viewing of news programs stagnates after the peak of March 28-29. Other categories show dynamics similar to the overall dynamics of TV- viewing.
covid-19 | Apr 8, 2020 – Apr 15, 2020 Average time of TV watching
Moscow Russia TV-viewing in Moscow and 4 +19% 5 +22% Russia decreased +46% 4,5 +39% +8% compared to the peak week 3,5 +8% +30% 4 +22% of March 30 - April 5 3 3,5 2,5 Significant difference 1-15.03 3 between TV-viewing on 2 30.03-05.04 2,5 6-12.04 weekdays and weekends 1,5 2 has disappeared 1,5 1 1 0,5 0,5 0 0 Weekdays Weekend Weekdays Weekend
Source: Mediascope, Moscow 1.03-12.04; Russia 0+ Home+Dacha 1.03-12.04, average time of TV watching, All 20-55 covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-05.04 vs 1-15.03 / 6-12.04 vs 1-15.03 Weekdays
8 +12% 7 6 +23% 5 +36% 4 TV-viewing of most age +27% 3 +32% +14% groups peaked in the 2 +34% +8% week of March 30 - April 1 5 and now shows a slight 0 4-15 16-19 20-24 25-29 30-39 40-49 50-59 60+ decrease. 1-15.03 30.03-05.04 6-12.04 However, the level of TV Weekend viewing on weekdays 8 +14% 7 and weekends is 6 +12% significantly higher than 5 +13% the pre-quarantine level 4 +5% 3 +6% +14% 2 +17% -9% 1 0 4-15 16-19 20-24 25-29 30-39 40-49 50-59 60+ Source: Mediascope, Moscow 6-12.04, average time of TV watching Dynamics: 6-12.04 vs 1-15.03 covid-19 | Apr 8, 2020 – Apr 15, 2020 Weekdays
7 +27% +21% 6 5 4 +49% +54% +34% +41% +35% +28% +40% +24% +29% 3 +29% 2 1 0 All 25-55 BC W 25-45 BC M 30-55 BC All 18-40 BC W 40+ W 25-55 BC with kids TV-viewing of the main age groups has stabilized at a 1.03-15.03 30.03-05.04 6-12.04 level of 10-15% below the peak week of March 30 - Weekend April 5 7 +14% +12% 6 5 +19% 4 +10% +23% +21% +16% +10% +16% +5% 3 +17%+7% 2 1 0 All 25-55 BC W 25-45 BC M 30-55 BC All 18-40 BC W 40+ W 25-55 BC with kids
Source: Mediascope, Moscow 1.03-05.04.2020, average time of TV watching covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-05.04 vs 1-15.03 / 23-29.03 vs 1-15.03 Age groups
10 +16% +9% 8 +21% +14% +29% 6 +17% +29% 4 +36% +22% +12% +23% +43% +28% +10% +17% Similar dynamics in 2 +30% Russia 0 4-15 16-19 20-24 25-29 30-39 40-49 50-59 60+ The decrease relative to the week of March 30 - 1.03-15.03 30.03-05.04 6-12.04 April 5, but still Most used target audiences significantly higher than 8 +22% the level of pre- 7 +15% quarantine TV-viewing 6 5 +28% +28% +24% +32% +14% +15% +32% +12% 4 +17% +30% +15% 3 +15% 2 1 0 All 20-55 All 25-55 BC W 25-45 BC M 30-55 BC All 18-40 BC W 40+ W 25-55 BC with kids
Source: Mediascope, Russia 0+ Home+Dacha 1.03-12.04.2020, average time of TV watching covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-05.04 vs 1-15.03 / 6-12.04 vs 1-15.03 Average time-slots rating 0,8 0,8
0,7 0,7
0,6 0,6 TV-viewing growth is maintained offprime 0,5 0,5 weekday interval 0,4 0,4 The growth of the 0,3 0,3 average rating in the interval 9:00-18:00: 0,2 3 quarantine week 0,2 4 quarantine week (30.03-05.04) vs 1- (6-12.04) vs 1-15.03 at 3 week: +51% 15.03 0,1 0,1 at 4 week: +40%
0 0
7:00 5:00 9:00
5:00 7:00 9:00
11:00 15:00 13:00 17:00 19:00 21:00 23:00 25:00 27:00
11:00 19:00 25:00 13:00 15:00 17:00 21:00 23:00 27:00 1.03-15.03 30.03-05.04 1-15.03 6-12.04
Source: Mediascope, Moscow 1.03-12.04.2020, average rating by breaks covid-19 | Apr 8, 2020 – Apr 15, 2020 Day type: weekday, All 4+ Workdays
0,70 +50% 1.03-15.03 30.03-05.04 6-12.04 0,60 0,50 +27% 0,40 +38% 0,30 +49% +47% +7% +20% -1% 0,20 +19% +90% -9% +30% +106% 0,10 +52% +36% - High growth rates of Satellite TV-viewing remain: Weekend 0,70 +50% on weekdays +17% 1.03-15.03 30.03-05.04 6-12.04 0,60 +17% on weekend 0,50 0,40 +15% +35% +15% +2% 0,30 -17% 0% -25% +6% 0,20 +85% +171% -45% +76% -19% +32% 0,10 -
Source: Mediascope, Moscow 1.03-12.04.2020, average time of TV watching, All 20-55 top-15 of channels by average tv-viewing time covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 6-12.04 vs 1-15.03 Weekdays
0,8 +21% 1.03-15.03 30.03-05.04 6-12.04 0,7 0,6 0,5 +3% 0,4 +40% +29% +49% +8% 0,3 +6% +17% +4% 0,2 +26% +63% +27% +23% +51% +89% 0,1 0 Similar dynamics in Russia
Satellite TV-growth: Weekend 0,9 +24% +21% on weekdays 0,8 1.03-15.03 30.03-05.04 6-12.04 0,7 +24% on weekend 0,6 0,5 +24% -3% +5% +4% 0% 0,4 +3% +23% -1% 0,3 -18% 0,2 +8% -2% +77% +2% +41% 0,1 -
Source: Mediascope, Russia 0+ 1.03-12.04.2020, average time of TV watching, All 20-55 top-15 of channels by TV-viewing time covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-05.04 vs 1-15.03 day type: weekdays / 6-12.04 vs 1-15.03 day type: weekend, holidays 0,6 1,0 All 20-55 Average rating All 20-55 Average rating 0,9
0,5 0,8
0,7 0,4 News programs went 0,6 through the peak on 0,3 0,5 0,4
March 28-29 0,2 0,3
0,2 0,1 Other content 0,1 corresponds to a change 0,0 0,0
in the overall TV-viewing
05.03.2020 11.03.2020 17.03.2020 23.03.2020 29.03.2020 04.04.2020 10.04.2020 01.03.2020 03.03.2020 07.03.2020 09.03.2020 13.03.2020 15.03.2020 19.03.2020 21.03.2020 25.03.2020 27.03.2020 31.03.2020 02.04.2020 06.04.2020 08.04.2020 12.04.2020
01.03.2020 27.03.2020 31.03.2020 04.04.2020 03.03.2020 05.03.2020 07.03.2020 09.03.2020 11.03.2020 13.03.2020 15.03.2020 17.03.2020 19.03.2020 21.03.2020 23.03.2020 25.03.2020 29.03.2020 02.04.2020 06.04.2020 08.04.2020 10.04.2020 12.04.2020
NEWS EDUCATIONAL ENTERTAINMENT SOCIO-POLITICAL
+88% on weekdays +24% on weekdays +4% on weekdays +47% on weekdays +61% on weekend +4% on weekend +16% on weekend +36% on weekend
Source: Mediascope, Moscow 1.03-12.04.2020, average rating by break, All 20-55 covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-12.04 vs 1-15.03 0,5 All 20-55 Average rating
0,4
0,4
Sports remains the 0,3 most falling category 0,3 of content: 0,2
0,2
-64% on weekdays 0,1
-62% on weekend 0,1
0,0
01.03.2020 02.03.2020 15.03.2020 16.03.2020 17.03.2020 30.03.2020 31.03.2020 01.04.2020 03.03.2020 04.03.2020 05.03.2020 06.03.2020 07.03.2020 08.03.2020 09.03.2020 10.03.2020 11.03.2020 12.03.2020 13.03.2020 14.03.2020 18.03.2020 19.03.2020 20.03.2020 21.03.2020 22.03.2020 23.03.2020 24.03.2020 25.03.2020 26.03.2020 27.03.2020 28.03.2020 29.03.2020 02.04.2020 03.04.2020 04.04.2020 05.04.2020 06.04.2020 07.04.2020 08.04.2020 09.04.2020 10.04.2020 11.04.2020 12.04.2020
Weekdays rating fall – 64%
Weekend rating fall – 62%
Source: Mediascope, Moscow 1.03-12.04.2020, average rating by break, All 20-55 Dynamics: 6-12.04 vs 1-15.03 covid-19 | Apr 8, 2020 – Apr 15, 2020 COVID-19
ONLINE Avg Avg Vs Feb'2020 Apr'2020 Feb'2020 59 300 1 769 132 2883% 66 315 293 073 342% TOP-10 SITES WITH THE 35 612 128 607 261% BIGGEST 14 245 42 427 198% 2 943 141 7 467 189 154% GROWTH 81 695 180 331 121% IN APRIL 2 665 671 5 736 474 115% 1 033 279 2 219 712 115% 51 293 107 794 110% covid-19 | Apr 8, 2020 - Apr 15, 2020 743 075 1 542 225 108% Source: ADV estimation based on SimilarWeb data, Av. 1-11 Apr 2020 VS Av. Feb 2020, daily visits Avg Avg Vs Feb'2020 Apr'2020 Feb'2020 241 236 26 978 -89% 734 381 151 155 -79% TOP-10 SITES WITH THE 212 785 58 649 -72% BIGGEST DROP IN APRIL 92 608 25 554 -72% 353 452 101 740 -71% 280 699 106 284 -62% 161 568 78 887 -51% 81 125 40 619 -50% 229 235 126 634 -45% covid-19 | Apr 8, 2020 - Apr 15, 2020 39 953 22 633 -43% Source: ADV estimation based on SimilarWeb data, Av. 1-11 Apr 2020 VS Av. Feb 2020, daily visits TOP 5 ONLINE CINEMA SITES mln growth
Online cinema sites +161% continued to increase 8.9 their audience 3.4 +243% In April audience size reached 25 mln. 1.8 +197% people 1.6 +367%
1.2 +164%
total online cinema 24.9 +128%
Source: Mediascope, Web Index, 30 Mar-5 April VS 2-8 Mar 2020, covid-19 | Apr 8, 2020 - Apr 15, 2020 desktop, Reach The number of players in Steam has increased by +40% (+6.8 million 24,5 млн users)* 26 000 000 historic maximum
On April,4 a historic 24 000 000 maximum was reached 22 000 000 in the daily number of service users - 24.5 20 000 000
Million 18 000 000
Weekend peaks are 16 000 000 Users smoothed out, people play actively all week 14 000 000 12 000 000
10 000 000
22.01.2020 29.01.2020 18.03.2020 25.03.2020 01.01.2020 08.01.2020 15.01.2020 05.02.2020 12.02.2020 19.02.2020 26.02.2020 04.03.2020 11.03.2020 01.04.2020 08.04.2020
Source: https://steamdb.info/app/753/graphs/ covid-19 | Apr 8, 2020 - Apr 15, 2020 *ave 01-29.02 vs 01.04-14.04 COVID-19
SEARCH 120 The peak of Dynamics of search requests «coronavirus» search for 100 “coronavirus” was on w/c Mar, 31, 80 after that search activity began to 60 decline 40
20
0
03.03.2020 05.03.2020 07.03.2020 09.03.2020 11.03.2020 13.03.2020 15.03.2020 17.03.2020 19.03.2020 21.03.2020 23.03.2020 25.03.2020 27.03.2020 29.03.2020 31.03.2020 02.04.2020 04.04.2020 06.04.2020 08.04.2020 10.04.2020 12.04.2020
covid-19 | Apr 8, 2020 - Apr 15, 2020 Source: https://trends.google.ru/ In Russia people Countries mostly look for 100 China Italy USA information about 90 the situation in the 80 USA (among 70 foreign countries) 60 China is the leader 50 in January and 40 February, but in 30 March there is a 20 higher interest to 10
Italy 0
Source: https://trends.google.ru/ covid-19 | Apr 8, 2020 - Apr 15, 2020 1679 396
Fines Pass The number of +200% +699% 1519 460 search queries “fines” and “pass” has increased 837 932
217 335
02.03.2020 - 09.03.2020 - 16.03.2020 - 23.03.2020Online - 30.03.2020 concert - 08.03.2020 15.03.2020 22.03.2020 29.03.2020 05.04.2020
Source: https://wordstat.yandex.ru/ covid-19 | Apr 8, 2020 - Apr 15, 2020 COVID-19
SOCIAL BUZZ The coronavirus 3 500 000 Dynamics of “coronavirus” mentions topic keeps growing 3 000 000 in discussions on 2 500 000 social 2 000 000 +919% 1 500 000
1 000 000 13.04 vs 01.03 April,13 - the peak 500 000 of discussions was recorded 0
(introduction of
29.01.2020 19.02.2020 11.03.2020 01.04.2020 08.01.2020 15.01.2020 22.01.2020 05.02.2020 12.02.2020 26.02.2020 04.03.2020 18.03.2020 25.03.2020 08.04.2020 access control in 01.01.2020 Moscow and Moscow region) Источники упоминаний
32% 26% 21% 11% 6% 2% covid-19 | Apr 8, 2020 - Apr 15, 2020 _6 Источник: https://br-analytics.ru / Themes The number of 60 000 messages about 50 000 volunteering and charity volunteering and 40 000 Easter and Palm Sunday charity in the context 30 000 of coronavirus has 20 000 increased in 10 000 16 times 0
The number of
messages about
03.03.2020 07.03.2020 11.03.2020 15.03.2020 21.03.2020 25.03.2020 29.03.2020 05.03.2020 09.03.2020 13.03.2020 17.03.2020 19.03.2020 23.03.2020 27.03.2020 31.03.2020 02.04.2020 04.04.2020 06.04.2020 Easter and Palm 01.03.2020 Sunday in the context of coronavirus has increased in 3 times +1539% +170%
Source: https://br-analytics.ru / covid-19 | Apr 8, 2020 - Apr 15, 2020 Number of messages about queues in the The number of mentions of queues in the subway subway has increased in 41 595 318 times
131
14.04.2020 15.04.2020*
Source: https://br-analytics.ru / covid-19 | Apr 8, 2020 - Apr 15, 2020 *на момент 14:30 The number of messages about traffic jams in Moscow
The number of 14 676 mentions of queues in the subway has increased in 16 times
914
14.04.2020 15.04.2020*
Source: https://br-analytics.ru / covid-19 | Apr 8, 2020 - Apr 15, 2020 *на момент 14:30 Persons Denis Protsenko Denis Protsenko 120 600 Lev Leshchenko 90 400 Leader by mentions on social networks in the context of coronavirus Boris Johnson 90 300 (political leaders excluded) Ramzan Kadyrov 64 800 Alexander Gudkov 27 400 Nadezhda Babkina 19 400 Semen Slepakov 15 900 Alexander Vasiliev 14 500 Stas Mikhailov 12 600
Source: https://br-analytics.ru /, 01.01-14.04.2020 covid-19 | Apr 8, 2020 - Apr 15, 2020 3 CONTENT LIVE CONTENT Live online content gathers more and more audience: concerts, Content shows, trainings etc. transforms in the situation of self- NEW CREATIVE MATERIALS isolation Brands quickly have created new communication for TV as well, supporting the audience in the quarantine
covid-19 | Apr 1, 2020 – Apr 8, 2020 Broadcasts of concerts have ONLINE TV become popular online and on TV
Live concert “We are together” from the Bolshoi theatre on 11.04 reached the audience of 4 mln people 3+ mln 1.5 mln viewers viewers
Source: Yandex.Stream; Mediascope, TV Index, Russia 0+, 4+, Audience covid-19 | Apr 8, 2020 – Apr 15, 2020 Social networks actively support online events
Instagram launches a series of home live In Vkontakte, a poster for online broadcasts of concerts in Russia with the participation events appeared https://vk.com/stayhome of popular stars https://www.instagram.com/p/B-t9ZXoiNCP/
covid-19 | Apr 08-16, 2020 Brands release self-isolation content
PIK-sponsored chicken curry filmed a joint video Joom showed his employees during dedicated to all canceled parties isolation https://www.sostav.ru/publication/khleb-cream- https://www.sostav.ru/publication/joom- soda-i-gudkov-posvyatili-klip-otmenennym- 42865.html vecherinkam-i-stantsevali-na-balkonakh-pik- 42836.html
covid-19 | Apr 08-16, 2020 And change creative ads
Dove modified an advertising campaign to thank doctors fighting COVID-19 https://www.sostav.ru/publication/dove-izmenil-reklamnuyu-kampaniyu-chtoby-poblagodarit-medikov- boryushchikhsya-s-covid-19-42832.html
covid-19 | Apr 08-16, 2020 Categories, that fast reacted in TV creatives Online retail
covid-19 | Apr 01-15, 2020 Categories, that fast reacted in TV creatives Telecom
covid-19 | Apr 01-15, 2020 Categories, that fast reacted in TV creatives Banks
covid-19 | Apr 01-15, 2020 Categories, that fast reacted in TV creatives Food/Foodtech
covid-19 | Apr 01-15, 2020 BUSINESS 4 THE MOST DISCUSSED BRANDS NEWS OF THE WEEK
_8 Big business continues to support small and medium businesses
«Vkusvill» and «Perekrostok» will sell food Founders and customers of Tochka Bank • “Business in the distance”: Sberbank launched from restaurants to help them survive the starred in a video in support of a YouTube crisis show as part of the bank’s pandemic https://vkusvill.ru/news/lyubimyy- entrepreneurs #saving business program aimed at helping restoran-ostaetsya.html https://vc.ru/marketing/119065-zakryto- entrepreneurs in a difficult situation nenadolgo-osnovateli-i-klienty-banka-tochka- https://www.sostav.ru/publication/biznes-na- snyalis-v-rolike-v-podderzhku-predprinimateley udalenke-sberbank-i-leo-burnett-moscow-zapustili- antikrizisnoe-youtube-shou-42861.html
covid-19 | Apr 08-16, 2020 Support employees
Employees of the management Delivery Club will double tip for KFC will pay $ 1,000 to workers affected by company Dodo Pizza will reduce couriers at its own expense coronavirus their salaries https://www.retail.ru/news/delivery- https://www.forbes.ru/newsroom/biznes/397783- https://rb.ru/news/dodo-salaries/ club-za-svoy-schet-udvoit-chaevye- kfc-vyplatit-po-1000-postradavshim-ot-koronavirusa- dlya-kurerov-8-aprelya-2020-193140/ sotrudnikam-vyplatit-po-$1000-vsem-rossiyskim-so
covid-19 | Apr 08-16, 2020 Help to find a job
HeadHunter launches temporary "Work.ru" created a site to search for Worki launched a special section for employment service remote work https://doma.rabota.ru/ quarantined jobs https://rb.ru/news/hh-service-corona/ https://rb.ru/news/worki-karantin/
covid-19 | Apr 08-16, 2020 Keep informing people
Contact Center "Tricolor" will help St. Petersburg in Sberbank has created an online test for the the fight against coronavirus symptoms of coronavirus https://www.tricolor.tv/about/news/kontaktnyy-tsentr- https://www.sberbank.ru/promo/eco/covid trikolora-pomozhet-peterburgu-v-borbe-s- koronavirusom/
covid-19 | Apr 08-16, 2020 Help doctors and older people
Gas station network Gazpromneft will MegaFon called on the older Hyundai launched a program to support treat coffee to ambulance and generation to stay home in a social doctors and volunteers as part of the fight emergency staff for free campaign with Nikolai Drozdov against COVID-19 https://tass.ru/obschestvo/8182741 https://www.sostav.ru/publication/me https://www.hyundai.ru/news/hyundai- gafon-prizval-starshee-pokolenie- zapustila-programmu-podderzhki-medikov-i- ostatsya-doma-v-sotsialnoj- volonterov-v-ramkah-borby-s-covid-19 kampanii-s-nikolaem-drozdovym- 42849.html
covid-19 | Apr 08-16, 2020 Yandex.Lavkastarted to add a door handle note into orders which encourages people to help their neighbors
The red side means that you need help, and the blue side - that you can help
covid-19 | Apr 8, 2020 - Apr 15, 2020