A recent poll from Bauer’s Insider panel, a group of 5,500 influential Bauer consumers found a significant increase in the consumption of certain types of magazines as they adjust to staying at home*.
The data showed that 31% of people are reading more special-interest titles, 28% more music, film and entertainment publications, 21% more TV-listings titles and 14% more women’s lifestyle magazines. Overall, 6% of people said they were reading more magazines and newspapers.
Abby Carvosso, group managing director at Bauer Advertising, said: “This research will prove invaluable for our advertisers as it gives a detailed view of how consumers are reacting and coping, and the role that media plays in their new daily routines.
“Our Bauer brands have similarly adapted to ensure constant delivery of interesting and useful content to our loyal listeners and readers – for example, our radio stations are being broadcast from home and Country Walking’s #Walk1000Miles campaign has produced guides on walking safely during crisis.
“We will continue to track our consumers’ behaviour and share our insights with all advertisers and customers. By updating them with the newest data and working with them on the tone and timing of messaging, we can help our advertising customers to deliver the most relatable and relevant campaigns that can gain cut-through in this challenging, constantly evolving situation”.
Full survey results and more information can be found here: https://www.bauermedia.co.uk/covid19-insight
*information gathered 19 March.