Coronavirus influence on ad perception in the U.S. 2020

In a late March 2020 survey of consumers in the United States it was found that in relation to the recent coronavirus outbreak respondents were less approving of advertising showing people interacting closely with each other. Only around 10 percent of surveyed Americans thought it was appropriate for brands to present people hugging in ads for their products or services. According to 55 percent such portrayals were inappropriate. What is more, 58 percent of respondents also said they would be less likely to buy a product or service advertised in such a way.

Consumer perception of social conduct elements portrayed in advertising in the United States in light of the coronavirus pandemic as of March 2020

Characteristic	Very/somewhat appropriate	Neither appropriate nor inappropriate	Somewhat/very inappropriate	Don't know/no opinion
People hugging	11%	25%	55%	9%
People kissing	10%	26%	53%	9%
People shaking hands	11%	23%	57%	9%
People standing less than 6ft apart	32%	26%	33%	8%
People participating in video calls	68%	19%	5%	9%
People practicing 'social distancing'	70%	16%	7%	7%

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Release date

March 2020

More information

Region

United States

Survey time period

March 20 to 22, 2020

Number of respondents

2,200 respondents

Method of interview

Online survey

Supplementary notes

Question: "In light of the coronavirus outbreak, do you think it would be appropriate or inappropriate for a brand’s advertisement to show the following?"
Figures may not add up or exceed 100% due to rounding.

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