News Corp Australia has launched the COVID Files, a new service to give Australian marketers and advertising agencies the latest information, data and insights on how COVID-19 is affecting consumer behaviour and product categories.
COVID Files includes updates on the mood of consumers, such as more than a quarter of shoppers now paying closer attention to pricing, summaries of the latest federal and state government initiatives, and market intelligence in areas such as fast-moving consumers goods, retail, travel, automotive, financial services, telecommunications, health care, pharmaceuticals, real estate and the small business sector.
Developed by News Corp’s integrated marketing solutions unit Newsamp, COVID Files is the latest initiative to help News Corp’s business partners understand and manage the impact of the pandemic on brands, consumers, media and categories.
News Corp Australia’s managing director of national sales, Lou Barrett, said: “At News Corp, we are committed to helping our business partners in real and actionable ways. When the economy rebounds and consumer confidence returns, we want to make sure our partners are in the best position to grow their business.
“COVID Files are part of that. We’re sharing valuable information and insights that will help our partners better understand what is going on, the issues and opportunities in front of them, and how they can manage their businesses in this new world.”
Barrett added the Newsamp team has seen a 25% increase in client briefs since mid-March as brands pivot their campaigns to keep customers informed.
Highlights from the COVID Files include:
• The tracking of consumer confidence, showing the impact of government stimulus packages and the slowing infection rates across the nation
• Information about how Australians’ values are changing in uncertain times
• Insights into how sports fans are still craving their fix, despite the lack of on-field action
• Figures showing how bricks-and-mortar retail shutdowns are driving a sharp spike in online purchases
Data on the continued growth in audience size and engagement across News Corp’s brands
Clients or agencies interested in receiving the COVID Files can contact their News Corp sales representative.