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Pathmatics Covid-19 Insights Series, Ep. #1 - Eating and Streaming

April 02 2020 by Matthew Bozin

 

 

With the Covid-19 virus forcing much of the world to shelter in place, Pathmatics is doing our part, as our entire team works from home. And by work, we mean bring you the best digital insights while juggling kids, dogs and bouts of cabin fever. 

But, someone has to keep the machine rolling, and in doing so, we took a look at advertisers and verticals who have ramped up their spending as a captive audience has no choice but to keep their eyes glued to desktop and mobile screens. 

And what are the two most essential services while in quarantine -fast food and a reliable streaming service, of course. 

Burger King Creative

McDonalds creative

Looking at top advertisers: McDonalds, Wendy's and Burger King, we found that each of them had changed up their creatives as cities began announcing closures, The golden arches promoting their "McDelivery", while Burger King took to empathetic tweets to appeal to our sense of togetherness.

And, while you're devouring those chicken nuggets or quarter-pounder with cheese, you're going to need some entertainment. Similarly changing their creatives, Hulu and Starz took on our need for live news, and the tagline, "The Show Must Go On," respectively. And although Netflix's spend remained constant in the past 30 days, Hulu, CBS, and Starz noticeably doubled their spend with increases starting on March 26th. 

Hulu, Starz, CBS streaming digital spend

However, the big spender - Disney, with a massive spike on 3/22, and a total spend greatly outpacing the other 4 combined, in the last 30 days.

And while you're at home, deciding on french fries or frosty's; Tiger King or The Handmaid's Tale, we want you to know we're with you - well, not actually with you - that would defeat the whole purpose of social distancing. But, you get the point. 

So, from all of us on the Pathmatics Team, "McStay safe", and the "Show will go on."

 

About Author

Matthew Bozin

After earning his BS in Communications, Matt cut his teeth in the entertainment industry, spending fifteen years writing everything from feature screenplays for A-List directors, to celebrity bios for some of Hollywood’s top actors. That creative drive made it an easy transition to Marketing, bringing his eye for storytelling to the digital advertising ecosystem.

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