Page 20 - WhitePaper_MC&I Benchmark in Covid19 Era

QUARTERS 3 AND 4
Looking ahead, about two-thirds of marketers have lessened or eliminated MC&I spending for
Q3–4, in comparison with half of marketers lessening spending for General Market efforts.
About half of marketers plan to maintain or increase African-American and Hispanic spend.

The spending for Q3–4 is further outlined by segment in the graph below. Of note, as seen in
the graph, 21 percent of marketers are expected to totally eliminate spending on People with
Disabilities and 18 percent of marketers are expected to totally eliminate spending on LGBTQ+
segments.

CHART 3

In addition to the spending trends, there are also changes that are projected to occur in media
mix focus. The media mix shifts for Q3–4 are outlined in the graph below.

In Q3–4, MC&I targeting will increasingly shift from TV to social media and digital. As seen
in the Net Change column to the right of the graph, social media and digital are the only
categories within the media mix that have experienced positive net change. Based on our pre-
study interviews, it seems that speed to market in this COVID social distancing environment
as well as lower production costs may be among the drivers to this shift. Also, of note, four in
10 marketers will de-emphasize endemic media. This may be counterproductive given MC&I
consumers’ higher trust in endemic media and viewing preference for highly culturally relevant
storylines and authentic programming.

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