\u00a0<\/span><\/p>\n\u201cBe it snowstorms, hurricanes or a global pandemic, media users ramp up their media consumption to stay informed, kill time, find solace and stay in touch with others,\u201d Nielsen said in the report<\/span>.<\/span> While Ni<\/span>e<\/span>lsen measured the two specific areas affected, a near country-wide quarantine could have <\/span>a<\/span>n even more<\/span> massive<\/span> impact <\/span>on media consumption.<\/span>\u00a0<\/span><\/p>\nMany media publishers are already seeing a <\/span>boost <\/span>across screens<\/span>. <\/span>According to TEGNA vice president of digital products <\/span>Chris Fehrmann<\/span>,<\/span> traffic on local news and information sites are up substantially. \u201c<\/span>We have seen our daily average users grow by 54% in the last five days<\/span> compared to the previous <\/span>five<\/span> days<\/span>,\u201d says Fehrmann<\/span>. <\/span>\u201c<\/span>O<\/span>ur <\/span>audience <\/span>is craving <\/span>local news<\/span> updates<\/span>,<\/span> uplifting stories about their neighbors <\/span>and information<\/span> from their local officials.<\/span>\u201d<\/span>\u00a0<\/span><\/p>\nAdvertisers <\/span>who <\/span>can<\/span> take advantage of this <\/span>growth <\/span>and adapt<\/span> their messaging<\/span> to the current climate<\/span>\u00a0<\/span>will be rewarded<\/span>.<\/span> Fehrmann <\/span>adds<\/span>,<\/span> \u201c<\/span>While it may be counter-intuitive, consumers\u2019 captivity does give<\/span> advertisers <\/span>a strong window to <\/span>share their messag<\/span>ing.<\/span> Brands are seeing how much traffic is coming to our screens and want that kind of reach.<\/span>\u201d<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\nFehrman<\/span>n<\/span> shared r<\/span>estaurants are promoting <\/span>to-go and delivery services<\/span> while<\/span> online learning brands<\/span> are promoting educational <\/span>offerings<\/span>.<\/span> H<\/span>ome services <\/span>companies recognize <\/span>consumers <\/span>are at home and getting up to date on <\/span>repairs<\/span> so they are present in the market<\/span> as well.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\nBrands who <\/span>can <\/span>pivot <\/span>in terms of messaging and media strategy may find that within uncertainty there is an opportunity<\/span>. <\/span>One of the most important things you can do right now is adapt to the changing habits of your consumers.\u00a0<\/span>\u00a0<\/span><\/p>\nFor example, one major change we\u2019re seeing with consumers is a significant increase in news consumption<\/span>. C<\/span>onsumers<\/span> are hungry for<\/span> and can\u2019t get enough of<\/span> t<\/span>rusted news and <\/span>information.<\/span> A <\/span>Pew<\/span> Research Center<\/span> study <\/span>s<\/span>hows <\/span>that<\/span> 89% of US adults sa<\/span>id<\/span> they are following news about the outbreak of coronavirus closely.<\/span> Ensuring<\/span> your media strategy <\/span>is alive and well<\/span> inside news and information<\/span>–<\/span>based environments<\/span> will increase the ears and eyeballs\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\nThe study also sho<\/span>w<\/span>ed<\/span> that Adults 18-29 believe the coronavirus is a major threat to the health of the U.S. population <\/span>as a whole but<\/span> not to their personal health. <\/span>This may mean that younger audiences do not take social distancing considerations seriously. If you are a business that heavily engages with this audience, your messaging strategy may benefit from helping this audience understand why it\u2019s important to social distance and reinforce that once the suggested restrictions are over, you <\/span>will be open for business and ready to welcome them back.\u00a0<\/span>\u00a0<\/span><\/p>\nBlack and Hispanic adults are more likely to say the coronavirus is a major threat to their personal health, financial situation and day-to-day life in their community.<\/span> I<\/span>f you are targeting this audience, <\/span>providing them reassurance and helpful advice or tools can be a key advantage to your messaging strategy. <\/span>This audience, in particular, may benefit from hearing from you more often so increasing the frequency of your messaging can help you stand out. <\/span>\u00a0<\/span><\/p>\nUltimately, this is the<\/span> time <\/span>to think about <\/span>how <\/span>coronavirus has altered <\/span>your audiences\u2019 <\/span>behaviors <\/span>and mindset<\/span>s<\/span>.<\/span> Insight-based marketing can make all the difference in <\/span>how consumers engage in their relationship with you.\u00a0<\/span>\u00a0<\/span><\/p>\n