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Trends in exposure to TV ads during Covid-19
Contents
• Summary
• Methodology
• Key findings
• Changing viewing habits
• Total ad exposure
• Ad exposure by category
Summary
We report annually on audience exposure to television ads across specific product
categories. This provides reliable, longitudinal analysis of ad exposure over time which can
be compared year-on-year. The analysis presented here is based on a short and
extraordinary period of time, which must be treated with caution and should not be
interpreted as indicative of longer term trends.
Viewing trends
• Television viewing increased between Weeks 12-18 2020, both compared with the previous
year (+20.1%) and the period prior to lockdown (+12.0%).
• There was a disproportionately higher increase in the viewing of children aged 10-15.
• Viewing levels increased significantly between Week 11 2020 and Week 12, peaking in
Week 13. For adults, viewing levels during lockdown were higher than the previous two
years, while children’s viewing tended to fluctuate at levels higher than 2019.
• While adult viewing patterns across the day were similar to the pre-lockdown period, child
audiences increased during the daytime slot and post-9pm.
Total ad exposure
• Total ad exposure rose by 15.6% between Weeks 12-18 in 2019 and the same weeks in 2020,
to an average of 340 weekly impacts per person during lockdown.
• Comparison of impacts between Weeks 1-11 (prior to lockdown) and Weeks 12-18 2020, shows
ad exposure among 10-15 year olds rose by 19.5%, almost double the 10.1% uplift in ad
exposure among all individuals.
• As with viewing trends, the uplift in adult impacts during lockdown led to levels of exposure
higher than the previous two years, while child impacts fluctuated at levels higher than 2019.
Note: Weeks 12-18 2020 = 16/03/20 – 03/05/20
Week 11 2020 = 09/03/20-15/03/20, Week 12 2020 = 16/03/20-22/03/20, Week 13 = 23/03/20-29/03/20
Summary
Ad exposure by category
• Most of the changes observed during lockdown are intuitive, with decreased exposure to
ads for sectors impacted immediately and adversely by Covid-19, including:
• Travel & Transport
• Household equipment & DIY
• Retail
• Leisure Equipment
• Motors
and a rise in exposure to ads for:
• Government/social organisations
• Food
• Drink
• Household FMCG
• Telecoms
• Cosmetics & Personal Care
• Online Retail.
• The sub-category analysis highlights some trends that, while noted, must be viewed
through the prism of a short and unprecedented period:
• Increase in exposure to Alcohol ads.
• Increase in impacts across the Soft Drinks and Sports Drink sectors.
• Increased exposure to Confectionery & Snacks ads.
• An increase in exposure to Gambling ads, largely a result of increased Bingo and
Lottery impacts.
Methodology
Methodology
Data source:
• The viewing and ad exposure analysis presented is based on data reported by the
Broadcasters’ Audience Research Board (BARB).
• The data presented considers trends in viewing and ad exposure on broadcast television
only and does not include viewing to Subscription Video-on-Demand (SVOD) services.
• Analysis is based on 7-day consolidated BARB data.
• This covers viewing, via a TV set, to programmes and commercials on BARB-
reported channels, live and up to seven days after the time of broadcast.
• Ad exposure data is based on unweighted ‘impacts’.
• An impact is an instance of advertising being viewed by a member of a
demographic group, for example adults. As the number of impacts reflects the
number of views, 300 impacts could be one ad viewed 300 times, or 300 ads
viewed once each, or any similar combination.
• Ad exposure data is reported as the average number of impacts per person. This is
an important measure as it tells us, on average, how many times per week an
average member of the demographic group is exposed to TV ads for the chosen
category.
Methodology
Audience demographics
• The analysis includes data on the following demographic groups:
• All individuals – this is defined by BARB as those aged 4+
• Adults – defined as individuals aged 16 or over
• Children – defined as those aged 4-15 years. We have also included some analysis
of young children, aged 4-9, and older children, aged 10-15.
Product categories
• Due to the amount of data analysed across all products categories, the analysis is based
on the original BARB category definitions. Therefore, the data presented will not be
comparable to the definitions of Alcohol and Food & Drink data used in our annual reports
looking at children’s exposure to age-restricted TV ads.
• Drink – This BARB category consists of alcoholic and non-alcoholic drink sub-
categories. Where appropriate, analysis has been conducted at a sub-category
level to highlight relevant trends.
• Food – The BARB Food category includes all food sub-categories, as well as a
brand-building sub-category. This does not include Soft Drinks and does not
differentiate between HFSS and non-HFSS foods. Additionally, some Supermarket
advertising may be captured under the ‘Retail – Household’ sub-category.
• Ads for Restaurants & Bars are categorised under Entertainment & Leisure.
Methodology
Analysis period
• The analysis covers Weeks 1-18 of 2020 (to 3 May 2020) – and corresponding weeks in
previous years for comparison. BARB weeks run from Monday-Sunday.
• The following dates in 2020 are key to defining the analysis parameters:
• Week 12 (w/c 16/03/20) – Government advised people to start working from home
where possible and avoid social venues
• Week 13 (w/c 23/03/20) – Lockdown came into force
• Week 15 & 16 – Easter school holidays.
• Initial viewing analysis shows a significant change in habits from Week 12. As a result,
this has been taken as the key start date for the analysis of ‘lockdown trends’, which
covers the seven week period from 16 March - 3 May 2020.
Key findings
Changing viewing habits: Key findings
Viewing summary
Television viewing increased by a fifth between Weeks 12-18 2019
and Weeks 12-18 2020.
Comparison of average weekly viewing hours in Weeks 1-11 2020
(prior to lockdown) and Weeks 12-18 2020, shows a 12.0% uplift in
viewing.
The increase in viewing among older children, aged 10-15,
was disproportionately higher at 18.3%
Television viewing increased by a fifth between Weeks 12-18 2019 and Weeks 12-18 2020
20.7
23.3
7.18.2
5.8
24.9
28.0
8.39.0
7.5
Individuals Adults Children 4-15 Children 4-9 Children 10-15
Ave
rag
e h
ou
rs o
f vie
win
g/w
ee
k
Change in average hours of viewing: Weeks 12-18 2019 vs Weeks 12-18 2020
Weeks 12-18 2019
Weeks 12-18 2020
+20.1% +20.4% +17.2% +9.3% +29.5%
Source: BARB, Total TV. Data shows the average hours of viewing per week during Weeks 12-18 2019 vs Weeks 12-18 2020
Compared with the period prior to lockdown, television viewing increased by 12.0% - rising to 18.3% among 10-15 year olds
22.2
25.0
7.38.2
6.4
24.9
28.0
8.39.0
7.5
Individuals Adults Children 4-15 Children 4-9 Children 10-15
Ave
rag
e h
ou
rs o
f vie
win
g/w
ee
k
Change in average hours of viewing: Weeks 1-11 vs Weeks 12-18, 2020
Weeks 1-11 2020
Weeks 12-18 2020
+12.0% +12.0% +13.3% +9.7% +18.3%
Source: BARB, Total TV. Data shows the average hours of viewing per week during Weeks 1-11 2020 vs Weeks 12-18 2020
Changing viewing habits: Key findings
Week-on-week trends
Viewing levels increased significantly between Week 11 2020 and
Week 12, peaking in Week 13.
Adult viewing increased from 24.4 hours/week in Week 11 2020 to a
peak of 29.6 hours/week in Week 13 – viewing levels were higher
than the previous two years.
Children’s viewing during the first few weeks of lockdown tended to
fluctuate at higher levels than the same period in 2019, peaking in
Week 14 at 8.8 hours/week.
Television viewing levels rose significantly between Weeks 11 and 12, peaking in Week 13
25.1
22.6 22.422.2 22.2
21.9 22.0 22.0
21.421.2
21.6
24.5
26.3
25.8
25.0 25.1
23.0
24.7
15.0
17.0
19.0
21.0
23.0
25.0
27.0
29.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Ave
rag
e h
ou
rs o
f vie
win
g/w
ee
k
Week number
Average hours of viewing per week: Weeks 1-18, 2018-2020, All Individuals
2018
2019
2020
Source: BARB, Total TV.
Adult viewing levels during lockdown were higher than those seen in the previous two years
27.7
25.5 25.325.0 25.0
24.7 24.8 24.624.2 23.9
24.4
27.5
29.6
29.0
28.0 28.2
25.9
27.8
15.0
17.0
19.0
21.0
23.0
25.0
27.0
29.0
31.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Ave
rag
e h
ou
rs o
f vie
win
g/w
ee
k
Week number
Average hours of viewing per week: Weeks 1-18, 2018-2020, Adults 16+
2018
2019
2020
Source: BARB, Total TV.
Children’s viewing during lockdown tended to fluctuate above 2019 levels
10.9
7.16.7 6.8
7.06.8
7.4
8.5
6.5 6.4 6.4
8.1
8.8 8.68.8
8.3
7.3
8.1
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Ave
rag
e h
ou
rs o
f vie
win
g/w
ee
k
Week number
Average hours of viewing per week: Weeks 1-18, 2018-2020, Children 4-15
2018
2019
2020
Source: BARB, Total TV.
Changing viewing habits: Key findings
Hourly viewing trends
With many continuing to work from home, adult viewing patterns
across the day followed a similar pattern to the pre-lockdown period.
Coinciding with home schooling, child audiences increased notably
during daytime and, with a shift in the peak viewing daypart for this
audience to 8pm, post-9pm audiences also increased.
Adult viewing patterns across the day followed a similar pattern to the pre-lockdown period
0
5,000
10,000
15,000
20,000
25,000
06:0
0-0
6:5
9
07:0
0-0
7:5
9
08:0
0-0
8:5
9
09:0
0-0
9:5
9
10:0
0-1
0:5
9
11:0
0-1
1:5
9
12:0
0-1
2:5
9
13:0
0-1
3:5
9
14:0
0-1
4:5
9
15:0
0-1
5:5
9
16:0
0-1
6:5
9
17:0
0-1
7:5
9
18:0
0-1
8:5
9
19:0
0-1
9:5
9
20:0
0-2
0:5
9
21:0
0-2
1:5
9
22:0
0-2
2:5
9
23:0
0-2
3:5
9
00:0
0-0
0:5
9
01:0
0-0
1:5
9
02:0
0-0
2:5
9
03:0
0-0
3:5
9
04:0
0-0
4:5
9
05:0
0-0
5:5
9
Ave
rag
e a
ud
ien
ce
, 0
00
s
Daypart*
Average audience per week: Weeks 1-11 vs Weeks 12-18, 2020 - Adults 16+
Week 1-11,2020
Week 12-18,2020
Source: BARB, Total TV. Data shows the average audience per week during the period Weeks 1-11 2020 vs Weeks 12-18 2020*Note: BARB days start at 06:00am and end at 05:59am the next morning
Child audiences increased notably during daytime and, with a shift in the peak daypart to later in the evening, post-9pm audiences also grew
0
200
400
600
800
1,000
1,200
06:0
0-0
6:5
9
07:0
0-0
7:5
9
08:0
0-0
8:5
9
09:0
0-0
9:5
9
10:0
0-1
0:5
9
11:0
0-1
1:5
9
12:0
0-1
2:5
9
13:0
0-1
3:5
9
14:0
0-1
4:5
9
15:0
0-1
5:5
9
16:0
0-1
6:5
9
17:0
0-1
7:5
9
18:0
0-1
8:5
9
19:0
0-1
9:5
9
20:0
0-2
0:5
9
21:0
0-2
1:5
9
22:0
0-2
2:5
9
23:0
0-2
3:5
9
00:0
0-0
0:5
9
01:0
0-0
1:5
9
02:0
0-0
2:5
9
03:0
0-0
3:5
9
04:0
0-0
4:5
9
05:0
0-0
5:5
9
Ave
rag
e a
ud
ien
ce
, 0
00
s
Daypart*
Average audience per week: Weeks 1-11 vs Weeks 12-18, 2020 - Children 4-15
Week 1-11,2020
Week 12-18,2020
Source: BARB, Total TV. Data shows the average audience per week during the period Weeks 1-11 2020 vs Weeks 12-18 2020*Note: BARB days start at 06:00am and end at 05:59am the next morning
Total ad exposure: Key findings
Total ad exposure - Summary Total ad exposure increased by 15.6% between Weeks 12-18 2019
and Weeks 12-18 2020.
Comparison of impacts between Weeks 1-11 2020 (prior to
lockdown) and Weeks 12-18 2020, shows a 10.1% uplift in ad
exposure.
This increase was higher among 10-15 year olds, at 19.6% .
Total ad exposure rose by 15.6% between 2019 and 2020, to an average of 340 weekly impacts per person during lockdown
294.2
327.7
112.6131.3
92.2
340.0
380.4
122.3131.3
112.9
Individuals Adults Children 4-15 Children 4-9 Children 10-15
Imp
acts
pe
r p
ers
on
/we
ek
Change in impacts per person: Weeks 12-18 2019 vs Weeks 12-18 2020
Weeks 12-18 2019
Weeks 12-18 2020
+15.6% +16.1% +8.7% 0% +22.5%
Source: BARB. Data shows average impacts per person/week during the period Weeks 12-18 2019 vs Weeks 12-18 2020
Ad exposure among 10-15 year olds rose by a fifth compared with the weeks prior to lockdown – almost double the increase seen among all individuals
308.8
345.9
108.7122.0
94.5
340.0
380.4
122.3131.3
112.9
Individuals Adults Children 4-15 Children 4-9 Children 10-15
Imp
acts
pe
r p
ers
on
/we
ek
Change in impacts per person: Weeks 1-11 vs Weeks 12-18, 2020
Weeks 1-11 2020
Weeks 12-18 2020
+10.1% +10.0% +12.6% +7.6% +19.5%
Source: BARB. Data shows average impacts per person/week during the period Weeks 1-11 2020 vs Weeks 12-18 2020
Total ad exposure: Key findings
Total ad exposure - Weekly While total ad exposure among adults fell following the peak in
Week 14 2020, levels remained higher than the previous two years.
As with the trends in viewing patterns, ad exposure among children
increased between Week 11 and 12 of 2020. Peaking in Week 15,
exposure tended to fluctuate at levels higher than 2019.
Total ad exposure among adults peaked in Week 14, remaining higher than the previous two years
386.6
348.3 348.8 346.4 347.1341.2
349.5 348.6
333.4327.2 327.9
359.1
392.6
409.8
397.3
383.0
351.0
370.1
215.0
265.0
315.0
365.0
415.0
465.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Imp
acts
pe
r p
ers
on
/we
ek
Week number
Impacts per person/week: Weeks 1-18, 2018-2020 - Adults 16+
2018
2019
2020
Source: BARB
Total ad exposure among children peaked in Week 15, tending to fluctuate at levels higher than 2019
154.2
110.0
101.5 100.9104.1
100.4
109.8
132.4
95.2 95.092.0
117.4
127.6130.9
133.5
123.4
106.7
116.9
50.0
70.0
90.0
110.0
130.0
150.0
170.0
190.0
210.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Imp
acts
pe
r p
ers
on
/we
ek
Week number
Impacts per person/week: Weeks 1-18, 2018-2020 - Children 4-15
2018
2019
2020
Source: BARB
Ad exposure by category: Key findings
Ad exposure: Weeks 12-18 2019 vs Weeks 12-18 2020 In general, changes in ad exposure – a result of increased viewing
as well as changes in advertiser activity – are intuitive.
Product categories experiencing a fall in ad exposure included
those sectors impacted immediately and adversely by Covid-19:
Travel & Transport
Household equipment & DIY
Retail
Leisure Equipment
Motors.
Product categories experiencing increased ad exposure during
lockdown included:
Government/social organisations
Media
Online Retail
Household FMCG
Drink
Food
Telecoms
Cosmetics & Personal Care.
Impacts for Government ads saw the greatest increase -Travel impacts saw the greatest fall
-3.2%
-40.8%
52.2%
17.4%
61.5%
33.1%
4.4%
25.3%
59.2%
150.9%
-41.6%
194.4%
11.4%
-45.9%
65.1%
-39.3%
10.5%
109.8%
-32.2%
-71.1%
84.7%
-54.4%-44.8%
50.1%
-93.1%
15.6%5.03.3
9.0
26.0
13.5 10.0
35.5
43.7
51.0
4.42.3
22.1
12.29.3
23.2
5.9 3.79.9 9.0
0.1
8.4
0.7
7.7
22.7
1.1
Busin
ess &
Industr
ial
Clo
thin
g &
Accessories
Com
pute
rs
Cosm
etics &
Pers
onal C
are
Drink
Ele
ctr
onic
s
Ente
rtain
ment &
Leis
ure
Fin
ance
Food
Ga
me
s &
Co
nso
les
Gard
enin
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Agriculture
Govern
ment/S
ocia
l/P
olit
ical org
s
Health &
Wellb
ein
g
Household
Equip
ment &
DIY
Household
FM
CG
Leis
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Equip
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Ord
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Media
Moto
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Offic
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quip
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Sta
tionery
Onlin
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Pro
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Reta
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Tele
com
s
Tra
vel &
Tra
nsport
Tota
l
Imp
acts
pe
r p
ers
on
/we
ek
% c
ha
ng
e
Change in impacts: Weeks 12-18 2019 vs Weeks 12-18 2020, All Individuals
Weeks 12-18 2019 vs 2020 % change
Impacts per person/week - Weeks 12-18 2020
Source: BARB. Weeks 12-18 2019 vs Weeks 12-18 2020 change calculation based on impacts per person.
Food, Finance and Entertainment & Leisure continued to account for the greatest share of all impacts
5.2 5.5 5.9
22.2
8.4
7.5
34.0
34.9
32.0
1.7 4
.0
7.5
10.9
17.1
14.0
9.7
3.4 4
.7
13.3
0.3
4.5
1.5
14.0
15.1
16.5
5.0
3.3
9.0
26.0
13.5
10.0
35.5
43.7
51.0
4.4
2.3
22.1
12.2
9.3
23.2
5.9
3.7
9.9
9.0
0.1
8.4
0.7
7.7
22.7
1.1
Imp
acts
pe
r p
ers
on
/we
ek
Impacts per person: Weeks 12-18 2019 vs Weeks 12-18 2020, Individuals
Weeks 12-18 2019
Weeks 12-18 2020
Source: BARB
Food ads accounted for the largest share of adult impacts, increasing by over 50% during lockdown
-5.2%
-39.0%
49.7%
17.4%
62.3%
32.5%
6.3%
24.8%
58.6%
159.1%
-41.6%
196.0%
11.8%
-46.3%
63.2%
-48.9%
10.5%
110.5%
-32.1%
-70.7%
82.7%
-54.5%-45.3%
50.4%
-93.0%
16.1%5.5 3.7
10.0
29.5
15.411.4
40.2
49.5
57.6
4.7 2.6
25.2
14.010.4
25.8
3.3 4.3
11.0 10.3
0.1
9.3
0.8
8.7
25.7
1.3
Busin
ess &
Industr
ial
Clo
thin
g &
Accessories
Com
pute
rs
Cosm
etics &
Pers
onal C
are
Drink
Ele
ctr
onic
s
Ente
rtain
ment &
Leis
ure
Fin
ance
Food
Gam
es &
Console
s
Gard
enin
g &
Agriculture
Govern
ment/S
ocia
l/P
olit
ical org
s
Health &
Wellb
ein
g
Household
Equip
ment &
DIY
Household
FM
CG
Leis
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Equip
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Ord
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Media
Moto
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Offic
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Sta
tionery
Onlin
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Pro
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Tele
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Tra
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Tra
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Imp
acts
pe
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/we
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% c
ha
ng
e
Change in impacts: Weeks 12-18 2019 vs Weeks 12-18 2020, Adults 16+
Weeks 12-18 2019 vs 2020 % change
Impacts per person/week - Weeks 12-18 2020
Source: BARB. Weeks 12-18 2019 vs Weeks 12-18 2020 change calculation based on impacts per person.
Adult exposure to Travel & Transport ads fell from an average of 18.7 impacts/week in 2019 to 1.3 impacts/week during lockdown
5.8
6.0 6.7
25.1
9.5
8.6
37.8 39.7
36.3
1.8 4
.5
8.5
12.5
19.4
15.8
6.5
3.9 5.2
15.2
0.2
5.1
1.7
15.9
17.1
18.7
5.5
3.7
10.0
29.5
15.4
11.4
40.2
49.5
57.6
4.7
2.6
25.2
14.0
10.4
25.8
3.3 4.3
11.0
10.3
0.1
9.3
0.8
8.7
25.7
1.3
Imp
acts
pe
r p
ers
on
/we
ek
Impacts per person: Weeks 12-18 2019 vs Weeks 12-18 2020, Adults 16+
Weeks 12-18 2019
Weeks 12-18 2020
Source: BARB
While Leisure Equipment, which includes Toys, accounted for the largest share of children’s ad exposure, year-on-year impacts fell by 27% during lockdown
40.6%
-60.8%
109.7%
19.9%
46.0%51.3%
-22.4%
38.4%
77.5%
98.8%
-41.6%
164.8%
3.0%
-36.7%
102.7%
-27.0%
12.2%
101.9%
-34.0%
-71.7%
120.7%
-49.6%
-34.7%
46.5%
-93.5%
8.7%2.1 1.1
3.5
7.2
3.3 2.8
10.512.4
15.3
3.00.5
5.6
2.3 3.1
9.2
19.6
0.83.9
2.20.2
3.6
0.22.5
6.7
0.3
Busin
ess &
Industr
ial
Clo
thin
g &
Accessories
Com
pute
rs
Cosm
etics &
Pers
onal C
are
Drink
Ele
ctr
onic
s
Ente
rtain
ment &
Leis
ure
Fin
ance
Food
Gam
es &
Console
s
Gard
enin
g &
Agriculture
Govern
ment/S
ocia
l/P
olit
ical org
s
Health &
Wellb
ein
g
Household
Equip
ment &
DIY
Household
FM
CG
Leis
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Equip
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Ord
er
Media
Moto
rs
Offic
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Sta
tionery
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Pro
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Tra
vel &
Tra
nsport
Tota
l
Imp
acts
pe
r p
ers
on
/we
ek
% c
ha
ng
e
Change in impacts: Weeks 12-18 2019 vs Weeks 12-18 2020, Children 4-15
Weeks 12-18 2019 vs 2020 % change
Impacts per person/week - Weeks 12-18 2020
Source: BARB. Weeks 12-18 2019 vs Weeks 12-18 2020 change calculation based on impacts per person.
Second to Leisure Equipment, Food ads became the most viewed among children during lockdown, replacing Entertainment & Leisure
1.5
2.8
1.7
6.0
2.3
1.9
13.5
9.0
8.6
1.5
0.9
2.1 2.3
4.9
4.5
26.9
0.7 1
.9
3.3
0.8 1
.6
0.3
3.8 4
.6 4.9
2.1
1.1
3.5
7.2
3.3
2.8
10.5
12.4
15.3
3.0
0.5
5.6
2.3 3
.1
9.2
19.6
0.8
3.9
2.2
0.2
3.6
0.2
2.5
6.7
0.3
Imp
acts
pe
r p
ers
on
/we
ek
Impacts per person: Weeks 12-18 2019 vs Weeks 12-18 2020, Children 4-15
Weeks 12-18 2019
Weeks 12-18 2020
Source: BARB
Ad exposure by category: Key findings
Ad exposure: Weeks 12-18 2019 vs Weeks 12-18 2020 –
Sub-category analysis
Cosmetics & Personal Care:
Skincare and Oral Hygiene
Finance: Brand Building, General
Insurance and Life Protection
Household FMCG: Surface
Cleaners, Laundry, Pet food/care
Drink: Spirits/Liqueurs, Hot
Beverages, Soft Drinks, Sports
Drinks
Food: Confectionery & Snacks,
Dairy, Brand Building, Food
Cupboard
Ent & Leisure: Gambling, Home
Entertainment
Cosmetics & Personal Care:
Fragrances and Hair Removal
Finance: Personal Loans
Retail: General, Household
Drinks: Wine
Food: Frozen Food
Ent & Leisure: Cinema
Releases, Leisure Activities
Restaurants & Bars
Impacts by sub-category: Cosmetics & Personal Care
1.30.8 0.6 1.4
1.1 2.6 1.5
2.52.9
1.8
6.6 4.3
4.7
5.3
4.8 8.2
2.4
1.5
2.4
3.6
5.7
7.3
0
5
10
15
20
25
30
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 12-18 by yearSuncare
Skincare
Professional/B2B hair
Personal hygiene
Oral hygiene
Make up - lips
Make up - face
Make up - eyes
Haircare
Hair styling
Hair removal
Fragrances
Cosmetics/personal care -Multi productCosmetics & toiletries - BrandbuildingBath/shower toiletries
Anti perspirant & Deodorant
Source: BARB
0.4 0.3 0.1
0.3 0.2 0.40.3 0.6 0.3
0.70.8
0.5
2.0
1.01.1
1.5
1.0 1.9
0.5
0.2
0.4
1.0
1.3
1.9
0
1
2
3
4
5
6
7
8
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Finance
4.5 6.38.4
1.3
14.311.6
19.8
3.02.5
4.1
2.42.6
1.7
9.78.9
9.1
1.6
1.0
1.0
4.7
2.6
0.4
0
5
10
15
20
25
30
35
40
45
50
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 12-18 by year
Savings
Plastic cards
Personal loans
Personal banking
Pensions
Other financial services
Mortgages
Mobile apps - Finance
Life protection
Investments
General insurance
General financial
Business banking services
Brand building/services
Asset management
Source: BARB
1.3 1.42.1
0.5
4.12.7
4.4
0.8
0.5
1.10.6
0.6
0.32.7
1.9
2.30.4
0.2
0.20.8
1.2
0.6
0.1
0
2
4
6
8
10
12
14
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Household FMCG
1.71.0
1.3 1.1
3.4
2.03.7
4.2
5.3
6.0
4.8
2.9
6.2
3.0
2.9
5.6
1.5
1.0
2.1
0
5
10
15
20
25
30
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 12-18 by year
Tissues
Pet food & care
Laundry
Household FMCG -Brand building
Householdcleaning/Supplies
Hard surface cleaners
Dishwashing
Baby/Toddler
Source: BARB
1.00.4
0.3
0.4 0.5
1.1
0.51.1
1.6
1.4
2.4
0.3
1.4
0.9
2.60.8
0.7
1.5
0.4
0.2
0.4
0
1
2
3
4
5
6
7
8
9
10
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Retail
13.7
9.2
5.7
0.6
0.4
1.4
4.5
5.9
1.6
0
2
4
6
8
10
12
14
16
18
20
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 12-18 by year
Retail general
Retail - brand building
Household
Fashion
Entertainment & leisure
Source: BARB
4.4
2.2
1.6
0.2
0.2
0.3
1.6
1.4
0.6
0
1
2
3
4
5
6
7
8
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Drink
3.22.2 2.4
1.1
1.5
3.0
0.90.8
0.21.7 1.8
4.3
3.9
2.1
3.61.3
0.6
2.0
0
2
4
6
8
10
12
14
16
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 12-18 by year
Sports/Energy/Health drinks
Soft drinks
Hot beverages
Drink - Brand building
Wine
Spirits & Liqueurs
Beer, Lager & Cider
Source: BARB
0.70.5 0.4
0.3
0.3 0.5
0.2
0.2
0.60.5
1.0
1.2
0.6
0.9
0.3
0.1
0.5
0
1
2
3
4
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Food
1.8 1.9 0.9
13.99.8
13.0
4.3
3.7
5.4
6.9
5.9
23.74.3
4.7
6.6
4.7
6.6
5.4
0
10
20
30
40
50
60
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 12-18 by year
Salad/Vegetables
Ready/Prepared meals
Meat/Poultry
Fruit
Frozen food
Free from
Food cupboard/Grocery
Food brand building
Fish
Delicatessen/Chilled food
Dairy
Confectionery & Snacks
Bakery
Baby & Toddler food
Source: BARB
0.5 0.4 0.2
3.6
2.12.7
1.1
0.7
1.3
1.6
1.2
6.41.7
1.6
1.8
1.7
1.6
2.0
0
2
4
6
8
10
12
14
16
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Entertainment & Leisure
4.9 5.9
1.5
15.415.3
22.3
3.33.5
10.6
2.6
3.32.90.9
2.3
7.3 7.8
2.2
0
5
10
15
20
25
30
35
40
45
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 12-18 by year
Social networking
Restaurants & Bars
Mobile apps -Entertainment & Leisure
Leisure activities
Home entertainment
Gambling
Entertainment & Leisure -Brand building
Cinema film releases
Books
Source: BARB
4.2 4.0
0.8
3.22.7
4.0
2.3
1.03.9
1.9
2.3
1.5
0.7
0.7
2.6
2.5
0.7
0
2
4
6
8
10
12
14
16
18
Weeks 12-182018
Weeks 12-182019
Weeks 12-182020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Ad exposure by category: Key findings
Ad exposure: Weeks 1-11 vs Weeks 12-18, 2020 Similar trends are noted when comparing ad exposure during
lockdown and the period before lockdown.
A fall in exposure to Motors and Travel & Transport ads.
Increased exposure to Food, Drink, Finance,
Government/social Organisations, Household FMCG,
Cosmetics & Personal Care and Telecoms ads.
While children’s exposure to Leisure Equipment ads fell between
Weeks 12-18 in 2019 and 2020, exposure to these ads increased
from an average of 14.3 impacts/week during Weeks 1-11 to 19.6
impacts/week during Weeks 12-18.
Analysis by week shows the change in ad exposure leading up to and during lockdown
3.9 9.011.7 15.4
19.026.8 28.7 25.0 24.1 24.4 27.4
30.6 28.4 27.725.9 19.7 25.2 24.6
5.4 3.62.4 3.4
3.5
7.3 5.2 7.9 5.1 7.8 6.38.9 6.6
15.418.9 16.2
14.0 14.946.3 38.439.9 40.7
46.4
33.8 35.4 36.536.6 33.2 30.2
29.0 31.2
38.8
36.4 41.8 36.4 35.138.1
42.739.4 39.0
40.739.5 39.5 40.9
37.2 38.6 41.141.0
53.7
40.9
39.842.1
40.2 48.525.2 36.1 31.934.5
27.737.8 37.9 35.6
31.3 36.2 31.7
38.8
46.6
71.4
69.844.7
41.244.2
15.013.0 10.8
10.610.2
11.5 9.4 12.5
7.312.7
10.4
14.5
22.4
20.8
18.9
27.5
24.1
26.8
18.5 18.1 18.9 15.214.3
11.3 14.4 11.8
10.4
11.511.6
12.5
11.2
14.9
10.3
13.1
12.5
10.8
41.823.7
19.1 19.118.6
13.9 15.3 15.4
14.710.4 15.9
13.4
15.3
5.7
11.7
11.1
4.1
3.4
9.2
11.410.5 9.5
9.911.9 11.0 14.0
14.413.4 13.5
19.7
20.6
23.7
27.9
27.0
23.3
19.9
3.9
3.03.6 2.9
4.64.5 8.3
9.0
6.55.6 7.2
8.0
8.2
6.8
5.6
6.0
3.23.3
19.0
18.321.7 21.9
18.916.5
19.720.5
21.221.0 18.8
18.8
12.4
6.8
8.8
6.6
5.6
4.227.0
11.810.2 7.6
9.07.3
9.3 9.4
12.37.5 6.8
9.8
10.5
5.69.0
7.7
5.3
6.513.7
8.9 13.2 13.911.5
9.312.2 13.1
14.6 11.7 16.8
19.0
26.6
21.019.6
22.8
22.4
27.649.2
42.7 42.9 42.5 37.2 25.424.6 22.8
20.8 15.3 10.9
6.7
0
50
100
150
200
250
300
350
400
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Imp
acts
pe
r p
ers
on
/we
ek
Week number, 2020
Impacts per person/week: Weeks 1-18, 2020 - All IndividualsMiscellaneous
Travel & Transport
Telecoms
Retail
Property
Online Retail
Office Equipment & Stationery
Motors
Media
Mail Order
Leisure Equipment
Household FMCG
Household Equipment & DIY
Health & Wellbeing
Government/Social/Political orgs
Gardening & Agriculture
Games & Consoles
Food
Finance
Entertainment & Leisure
Electronics
Drink
Cosmetics & Personal Care
Computers
Clothing & Accessories
Business & Industrial
Source: BARB
Brand building activity by Food and Finance advertisers was a key driver behind the increase in exposure to ads in these categories
4.6
2.3
8.2
19.6
5.2 6.2
38.0 39.7
33.3
1.0
0.0
11.2 1
4.2
18.9
11.7
5.4
1.0
6.5
19.8
0.3
4.8
3.1
10.7 12.6
30.4
5.0
3.3
9.0
26.0
13.5
10.0
35.5
43.7
51.0
4.4
2.3
22.1
12.2
9.3
23.2
5.9
3.7
9.9
9.0
0.1
8.4
0.7
7.7
22.7
1.1
Imp
acts
pe
r p
ers
on
/we
ek
Impacts per person: Weeks 1-11 vs Weeks 12-18 2020, Individuals
Weeks 1-11 2020
Weeks 12-18 2020
Source: BARB
During the peak in ad exposure in Week 14, Government ads accounted for 80.9 adult impacts, the highest level during the lockdown period
4.3 10.313.3 17.6
21.530.7 32.8 28.2 27.5 27.8 31.3 34.9 32.4 31.6
29.3 22.3 28.5 27.6
6.0 4.12.7 3.8
4.0
8.3 5.9 8.9 5.8 8.9 7.210.1 7.6
17.521.5 18.4
16.0 17.050.7 42.644.7 45.7
52.1
37.9 39.7 40.541.5 37.1 34.1
32.8 35.4
44.0
41.0 47.2 41.3 39.742.4 48.6
44.944.4
46.345.1 45.1 46.2
42.6 44.1 47.146.6
60.9
46.3
44.947.7
45.6 54.927.8 40.2 35.938.6
31.142.8 42.9 40.0
35.6 41.2 36.1
44.0
52.9
80.9
78.750.5
46.449.7
16.614.6 12.3
12.011.6
12.9 10.6 14.1
8.214.3
11.9
16.5
25.5
23.7
21.4
31.5
27.5
30.5
20.920.8 21.8 17.5
16.5
13.0 16.5 13.5
11.9
13.213.4
14.3
12.9
17.2
11.8
15.0
14.4
12.4
46.5 26.8 21.6 21.521.0
15.7 17.3 17.3
16.711.8 18.1
15.2
17.4
6.5
13.312.4
4.5
3.6
10.012.6
11.7 10.611.0
13.4 12.5 15.8
16.315.0 15.2
22.0
22.9
26.4
30.9
30.2
25.922.0
3.22.3
2.9 2.33.3
3.0 5.5 5.2
4.33.8 5.1
4.9
4.7
3.7
3.1
3.3
1.81.9
21.320.9
24.8 25.121.6
18.922.6 23.3
24.324.0 21.5
21.4
14.2
7.8
10.0
7.6
6.5
4.8
30.2
13.2 11.6 8.510.1
8.2 10.5 10.6
14.08.4 7.7
11.0
11.9
6.3
10.1
8.6
5.97.3
15.2
10.0 15.0 15.813.1
10.613.8 14.7
16.6 13.3 19.1
21.5
30.1
23.622.0
25.8
25.5
31.453.7
47.7 48.1 47.6 42.1 28.828.0 25.8
23.7 17.2 12.4
7.6
0
50
100
150
200
250
300
350
400
450
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Imp
acts
pe
r p
ers
on
/we
ek
Week number, 2020
Impacts per person/week: Weeks 1-18, 2020 - Adults 16+Miscellaneous
Travel & Transport
Telecoms
Retail
Property
Online Retail
Office Equipment & Stationery
Motors
Media
Mail Order
Leisure Equipment
Household FMCG
Household Equipment & DIY
Health & Wellbeing
Government/Social/Political orgs
Gardening & Agriculture
Games & Consoles
Food
Finance
Entertainment & Leisure
Electronics
Drink
Cosmetics & Personal Care
Computers
Clothing & Accessories
Business & Industrial
Source: BARB
Prior to lockdown, Food and Travel & Transport ads represented a similar number of weekly impacts – the picture during lockdown was very different
5.2
2.6
9.3
22.3
6.0 7.1
42.4 45.2
37.5
0.9
0.0
12.6 1
6.3
21.3
13.1
3.7
1.2
7.1
22.5
0.2
5.3
3.5
12.1 14.3
34.1
5.5
3.7
10.0
29.5
15.4
11.4
40.2
49.5
57.6
4.7
2.6
25.2
14.0
10.4
25.8
3.3 4.3
11.0
10.3
0.1
9.3
0.8
8.7
25.7
1.3
Imp
acts
pe
r p
ers
on
/we
ek
Impacts per person: Weeks 1-11 vs Weeks 12-18 2020, Adults 16+
Weeks 1-11 2020
Weeks 12-18 2020
Source: BARB
Government ads accounted for the greatest volume of ads seen by children during the peak in Week 15
1.6 2.3 3.0 3.75.1 6.3 6.9 7.7
5.9 5.6 6.27.7 7.3 6.7 7.4 5.6
7.3 8.71.6 0.9 0.5 0.8
0.91.7 1.1
2.21.2 1.8 1.5
2.0 1.5 4.1 4.8 4.03.3 3.5
23.0
15.7 14.2 13.615.6 12.0 12.3
15.1
10.2 11.89.2
8.1 8.710.8 12.1 13.2 10.1 10.5
14.4
10.8 9.3 9.4
10.4 9.5 9.6
12.4
8.58.7
8.9
11.3 14.811.7 11.9 12.0 11.0
14.4
10.7
13.610.6 12.1
9.3 11.2 10.8
12.2
8.69.6
8.0
10.7
13.0
20.3 21.8
13.713.1
14.5
6.4
4.4
2.8 3.02.5 3.8 2.8
3.9
2.6
3.7
2.5
4.1
5.9
5.0 5.5
6.45.8
6.85.1
3.4
3.6 3.02.6 2.0 2.8
2.5
1.9
2.3
2.1
2.5
2.2
2.8 2.2
2.52.3
2.0
16.3
7.2
5.6 5.85.6 4.1 4.4
5.1
3.7
3.0
3.9
3.8
4.1
1.7 3.1
4.12.2
2.6
5.3
5.1
4.3 3.33.6 3.6 3.1
4.2
3.9
4.5
4.3
7.5
8.3
8.912.1
9.4
9.6
8.3
7.4
6.4
7.6 6.611.2 12.8
23.9
29.5
18.315.0
18.9
25.0
26.9
23.219.2
21.0
10.8
11.2
6.4
4.3
4.9 4.9
4.2 3.6
4.5
5.7
4.7 4.8 4.0
4.7
3.0
1.5 2.2
1.7
1.1
1.0
9.6
3.8
3.0 2.7
2.8 2.3
2.5
3.1
3.0 2.4 1.8
3.1
2.7
1.93.0
2.5
2.0
2.3
5.6
2.8
3.7 3.8
3.2 2.5
3.8
4.8
4.2 3.0 4.4
5.7
7.87.0
6.4
6.7
5.6
7.5
24.7
15.4
14.3 15.2
10.7 6.8
6.1
6.8
5.5 5.1 2.8
1.8
0
20
40
60
80
100
120
140
160
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Imp
acts
pe
r p
ers
on
/we
ek
Week number, 2020
Impacts per person/week: Weeks 1-18, 2020 - Children 4-15Miscellaneous
Travel & Transport
Telecoms
Retail
Property
Online Retail
Office Equipment & Stationery
Motors
Media
Mail Order
Leisure Equipment
Household FMCG
Household Equipment & DIY
Health & Wellbeing
Government/Social/Political orgs
Gardening & Agriculture
Games & Consoles
Food
Finance
Entertainment & Leisure
Electronics
Drink
Cosmetics & Personal Care
Computers
Clothing & Accessories
Business & Industrial
Source: BARB
Second to Leisure Equipment, Food became the most viewed category among children during lockdown
1.4
0.7
2.4
4.9
1.3 1.6
13.9
10.2
10.6
1.6
0.0
3.5
2.8
5.9
4.1
14.3
0.4
2.9
4.7
1.1 1
.9
0.7
3.4 3.8
10.3
2.1
1.1
3.5
7.2
3.3
2.8
10.5
12.4
15.3
3.0
0.5
5.6
2.3 3
.1
9.2
19.6
0.8
3.9
2.2
0.2
3.6
0.2
2.5
6.7
0.3
Imp
acts
pe
r p
ers
on
/we
ek
Impacts per person: Weeks 1-11 vs Weeks 12-18 2020, Children 4-15
Weeks 1-11 2020
Weeks 12-18 2020
Source: BARB
Ad exposure by category: Key findings
Ad exposure: Weeks 1-11 vs Weeks 12-18, 2020 – Sub-category analysis Cosmetics & Personal Care
During lockdown we saw an increase in exposure to Haircare (in particular
Colourants), Oral Hygiene, Personal Hygiene and Skincare ads.
These patterns reflect the increased focus on personal care as a result of the closure
of salons, dentists, etc. as well as increased awareness of personal hygiene habits.
Finance
The increase in ‘we’re here to help’ ads was a key driver behind the increase in
impacts across the Brand Building, General Insurance and Other Financial Services
sub-categories during lockdown.
Household FMCG
Alongside the heightened awareness of the virus and cleanliness, we saw an
increase in exposure to ads for Surface Cleaners, Household Supplies, Laundry and
Tissues.
Retail
With all but essential shopping prohibited, there was a decline in exposure to ads for
Household stores such as furniture outlets. However, unsurprisingly, there was an
increase in exposure to ads in the Online Retail category.
Ad exposure by category: Key findings
Ad exposure: Weeks 1-11 vs Weeks 12-18, 2020 – Sub-category analysis Drink
Exposure to ads for Hot Beverages doubled, representing the largest share of
impacts across the category.
Alcohol impacts increased during the lockdown period– although children’s total
exposure to these ads continued to average less than 1 ad/week.
Exposure to Soft Drinks and Sports Drinks sub-categories also increased.
Food
While Corporate Social Responsibility ads were behind the increase in Food Brand
Building impacts, there was also an increase in exposure to Confectionery & Snacks
and Frozen Food ads.
Entertainment & Leisure:
This category experienced an overall decline in exposure as a result of falling activity
across Cinema Releases, Leisure Activities and Restaurants & Bars.
However, sub-category analysis shows an increase in Gambling ads during
lockdown, compared with the period prior to lockdown. Children’s exposure to this
category increased from 2.5 impacts/week during Weeks 1-11 to 4.0 impacts/week
during Weeks 12-18, largely as a result of increased Bingo and Lottery ad exposure.
Impacts by sub-category: Cosmetics & Personal Care
1.3 1.4
2.9 1.5
1.11.8
3.7 4.7
4.3
8.21.4
2.45.1
7.3
0
5
10
15
20
25
30
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 1-11 vs Weeks 12-18, 2020
Suncare
Skincare
Personal hygiene
Oral hygiene
Make up - face
Make up - eyes
Haircare
Hair styling
Hair removal
Fragrances
Cosmetics/personal care -Multi product
Cosmetics & toiletries - Brandbuilding
Bath/shower toiletries
Anti perspirant & Deodorant
Source: BARB
0.30.40.60.3
0.30.5
0.8
1.1
1.0
1.90.2
0.4
1.1
1.9
0
1
2
3
4
5
6
7
8
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Finance
6.08.4
1.61.3
16.5
19.8
4.4
4.1
1.2
0.84.4
1.7
6.6
9.1
0
5
10
15
20
25
30
35
40
45
50
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 1-11 vs Weeks 12-18, 2020
Savings
Plastic cards
Personal loans
Personal banking
Pensions
Other financial services
Mortgages
Mobile apps - Finance
Life protection
Investments
General insurance
Business banking services
Brand building/services
Asset management
Source: BARB
1.32.1
3.5
4.4
1.0
1.10.9
0.31.6
2.30.4
0.8
0
2
4
6
8
10
12
14
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Household FMCG
0.6 1.12.0
3.73.0
6.02.3
6.2
3.6
5.6
1.1
2.1
0
5
10
15
20
25
30
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 1-11 vs Weeks 12-18, 2020
Tissues
Pet food & care
Laundry
Household FMCG - Brandbuilding
Householdcleaning/Supplies
Hard surface cleaners
Dishwashing
Baby/Toddler
Source: BARB
0.3 0.50.5
1.11.1
2.4
0.3
0.9
2.6
0.9
1.5
0
1
2
3
4
5
6
7
8
9
10
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Retail
8.3
5.7
0.9
1.4
2.9
1.6
0
2
4
6
8
10
12
14
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 1-11 vs Weeks 12-18, 2020
Retail general
Retail - brand building
Household
Fashion
Entertainment & leisure
Source: BARB
2.5
1.6
0.2
0.3
0.7
0.6
0
1
2
3
4
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Drink
0.7
2.40.5
3.0
2.1
4.3
1.1
3.6
1.0
2.0
0
2
4
6
8
10
12
14
16
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 1-11 vs Weeks 12-18, 2020
Sports/Energy/Health drinks
Soft drinks
Hot beverages
Drink - Multi product
Drink - Brand building
Wine
Spirits & Liqueurs
Beer, Lager & Cider
Source: BARB
Adults 16+ Children 4-15
0.10.40.1
0.50.5
1.0
0.3
0.9
0.2
0.5
0
1
2
3
4
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Impacts by sub-category: Food
7.0
13.03.8
5.311.3
23.7
7.5
6.6
3.4
5.4
0
10
20
30
40
50
60
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 1-11 vs Weeks 12-18, 2020
Salad/Vegetables
Ready / Prepared meals
Meat/Poultry
Frozen food
Free from
Food cupboard / Grocery
Food brand building
Fish
Delicatessen / Chilled food
Dairy
Confectionery & Snacks
Bakery
Baby & Toddler food
Source: BARB
1.5
2.71.3
1.3
2.8
6.42.3
1.8
1.3
2.0
0
2
4
6
8
10
12
14
16
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
Impacts by sub-category: Entertainment & Leisure
5.5
1.5
16.222.3
3.4
10.66.2
3.9
2.3
6.0 2.2
0
5
10
15
20
25
30
35
40
45
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Average impacts per person/week: Weeks 1-11 vs Weeks 12-18, 2020
Social networking
Restaurants & Bars
Mobile apps -Entertainment & Leisure
Leisure activities
Home entertainment
Gambling
Entertainment & Leisure -Brand building
Cinema film releases
Books
Source: BARB
3.3
0.8
2.5
4.0
1.2 3.9
3.1
1.3
0.7
2.2
0.7
0
2
4
6
8
10
12
14
16
Weeks 1-11 2020 Weeks 12-18 2020
Imp
acts
pe
r p
ers
on
/we
ek
Adults 16+ Children 4-15
