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Kantar barometre: 80% of the Romanians have a high level of worry during this period, especially as regards financial insecurity
The level of worry regarding the present situation tends to intensify both in countries with few restrictioins such a? Poland or the Netherlands and in countries with severe restrictions, such as Italy, Spain or France, while în Romania, 80% of the citizens expressed their concern, especially from the point of view of financial insecurity, show the results of the barometre COVID-19 made by Kantar, published last week.
At the same time, the survey shows the fact that the level of concern during this period is very high in China as well although they started to lift the restrictions imposed for the prevention of the coronavirus spreading in China itself.’ With some exceptions, the level of concern regarding the present situation tends to intensify both in countries with few restrictions (such as Poland, the Netherlands, Canada, etc) and in countries with severe restrictions (such as Italy, Spain, France, etc.).It is stable in China and extremely high, although they started to lift the restrictions. Two countries which started optimistic, for at the moment of collecting the first wave there were no restrictions, namely the US – from the first category and the UK – from the second, they have massive growth of worry in an interval of two weeks ( + 21% in the US and +23% in the UK). În exchange in Germany where the level of worry was moderated at the beginning, this stagnates. By comparison, in Romania, there is a number of more 5% people worried against the first wave of the study, but the level reached (80%) is very high. The worry comes, mainly, from the financial insecurity and the optimism regarding the quick recovery which starts to drop at global level’ say the data of the Kantar barometre.
According to the Kantar experts, the official statements are the attributes of the state institutions, but notes and tips regarding precaution or solutions to stay well during this period can be taken by all brands which have expertise in this area, either financial advice, or food advice, emotional balance.
‘ Loyalty requires loyalty. According to the quoted source, only 8% of the people expect the brands to reduce o to stop advertisements at global level, while in Romania the percentage dropped from 6% to 4%.
In a study made by Kantar there were retested 10 ads from several categories and several countries, during COVID-19 and compared to their performance at the initial testing moment, before the pandemics. Thus, the study shows the fact that, on average, the main results of the ads were very little affected.
‘One of the examples of ads which show how the brands are useful to people in their everyday life comes from Heinz, on the UK market. Heinz offered to get breakfast for children coming from poor environments while the school is stopped. The advert was tested with Link, the pre-testing instrument is Kantar, which showed a very high contribution to brand equity ( the results place it at the top of the first 2% adverts in the UK from this point of view)’ the Kantar expers say.
The results of the first two waves of the COVID-19 barometre rely on the most extensive syndicalised study of this kind in the world, made on more than 45,000 people from over 50 countries, out of which 1,800 in Romania.
The data of the second wave of the study were collected between 27 – 31 March 2020. At the beginning of the second wave, there were almost 600,000 cases of people infected at global level, and in Romania there were 1,292, almost five times more than at the beginning of the first wave.
At present, at global level there are over 1.9 million cases and more than 6,800 in Romania. Kantar Romania is part of Kantar, global company leader in offering insight and consultancy services for brand and communication on more than 90 markets.