News Corp creates COVID Files with consumer behaviour insights for ad agencies

Chris Pash
By Chris Pash | 15 April 2020

News Corp Australia launched the COVID Files to give advertising agencies and marketers data and insights on how the pandemic is affecting consumer behaviour.

The service includes updates on the mood of consumers, such as more than a quarter of shoppers are now paying closer attention to pricing.

The files also include summaries of the latest federal and state government initiatives, and market intelligence in areas such as fast-moving consumers goods, retail, travel, automotive, financial services, telecommunications, health care, pharmaceuticals, real estate and the small business sector.

Newsamp, News Corp’s integrated marketing solutions unit which developed the COVID Files, has seen a 25% increase in client briefs since mid-March as brands pivot their campaigns.

“When the economy rebounds and consumer confidence returns, we want to make sure our partners are in the best position to grow their business," says Lou Barrett, News Corp Australia’s managing director of national sales.

“COVID Files are part of that. We’re sharing valuable information and insights that will help our partners better understand what is going on, the issues and opportunities in front of them, and how they can manage their businesses in this new world.”

The COVID Files include:

  • The tracking of consumer confidence, showing the impact of government stimulus packages and the slowing infection rates across the nation
  • Information about how Australians’ values are changing in uncertain times Insights into how sports fans are still craving their fix, despite the lack of on-field action
  • Figures showing how bricks-and-mortar retail shutdowns are driving a sharp spike in online purchases
  • Data on the continued growth in audience size and engagement across News Corp’s brands

 covid files

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