Consumers are more approving of COVID-related advertising than "normal" campaigns

An overview of consumer approval of brands advertising their COVID-19 response and how they are helping customers compared to approval for brands running "normal" campaigns unrelated to COVID-19.

More consumers approve of COVID-related advertising than brands running "normal" campaigns, according to the latest research from GlobalWebIndex. In a survey across 17 markets, four-fifths (82%) of consumers say they approve of brands advertising their COVID-19 response and how they are helping customers. In comparison, just half (52%) approve of "normal" campaigns that are unrelated to the outbreak.

This is true across every market, with at least half of consumers approving of COVID-related advertising. However, more than half of consumers approve of "normal" advertising in just seven markets.

Consumers are also more than twice as likely to strongly...

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