![]() The phenomena were quantified on the basis of conventional AGF data. ![]() To this end, 16 one-hour depth interviews were conducted with respondents in different age groups in the time from 30 March to 3 April of this year and then evaluated. By combining qualitative and quantitative research, this approach is meant to explain the “how” and “why” and quantify it sustainably in the form of “what” and “how much”. It is based on the TV usage data of AGF and a depth-psychology analysis conducted by the Institute Rheingold Salon on behalf of AGF. These are the key findings of an extensive, two-part analysis by AGF Videoforschung. Once more, online shopping is serving as a virtual substitute for real shopping. In these days, advertising is also performing a special function: It conveys a sense of normality, establishes trust in the future, and is being watched with particular attention at a time when buying groceries is one of the few chances to leave the house. Entertaining TV formats, and especially reality shows, are being perceived as a substitute for reality. TV is becoming the window to the world,” said Kerstin Niederauer-Kopf, CEO of AGF Videoforschung. The biggest driver of the return to TV is the news: “It conveys relevant information and is becoming a frame of reference for daily life and a guide for people’s actions. The long-term downward trend that saw young target groups migrate to other media channels has been halted for now. Younger target groups in particular are returning to linear TV in their search for high-quality information. The current exceptional situation is clearly reflected in TV usage, which increased substantially in March 2020. In this uncertain time when many people are forced to stay home, there is a heightened need for information and distraction. The coronavirus crisis is keeping the world on edge. Advertising is perceived as the mirror image of normalityįrankfurt, 8 April 2020.News is becoming a frame of reference for daily life and TV is becoming the window to the world. ![]()
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