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Healthcare and insurance advertisement volumes spike during pandemic concerns

According to data made available by the Broadcast Audience Research Council (BARC), insurance and personal health care sector advertising has grown by 26% during the last four weeks, in comparison to the pre-COVID-19 times.

The BARC report has revealed that advertisement volumes in seconds (average) for insurance companies in pre-COVID times (11 -31 January 2020) was 2,24,535. It dropped to 60,260 seconds between 14 March and 5 June 2020 but increased to 1,99,973 seconds during 11 July to 7 August 2020.

Another report by TAM Media Research said as people are getting cautious about preventive measures against COVID-19, advertisements by personal healthcare and insurance companies have seen a surge.

With people getting more cautious and looking at preventive measures, brands in these segments feel it is a good time to market ‘well-being’.

The TAM Media Research report said that from 1 April to 14 August, the personal health care sector advertising volume grew 5%. Of the total advertising during April-July, 70% of advertising volumes were during June and July 2020.

The general health insurance sector also witnessed a spike in advertising volumes in June and July, the report stated.

Mogae group founder and brand expert Mr Sandeep Goyal said health is a big concern right now and the fear of infection, fear of its consequences, and fear of its cost are driving pharmaceutical and insurance advertising.

During the period 1 April 2020 to 14 August 2020, advertisement volumes for the personal healthcare sector grew 5% and of the total volume of advertisements between April and July, 70% was during June-July. – Asia Insurance Review