When South Africa went into lockdown on 26 March 2020 in an attempt to flatten the curve and reduce the spread of Covid-19, the fast food industry was among the hardest hit with advertising spend seeing a massive drop. Ornico conducted research from January to May 2020 and analysed how advertising spend across various mediums was affected during this period, with a focus on new ads.
The fast food industry is among the leading contributors in South Africa’s advertising spend but this took a massive turn during lockdown, while the nation was grappling with reducing the spread of Covid-19. When hard lockdown was announced by President Cyril Ramaphosa, it led to the closure of most businesses. Many fast food stores cut down on releasing new adverts – referred to as newcomers in the infographic below. Most brands took to social media to share some tips, recipes and positive messages during as people spent time at home.
Television and radio consumption, along with online news, saw increased consumption as the nation made sense of how to interact and curb the spread of the novel coronavirus pandemic.