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Insights and Analysis of Canadian Digital Media Consumption During the Coronavirus Pandemic
In the midst of the COVID-19 crisis, millions of Canadians are staying home and turning to their computers, smartphones, and tablets as a core source of news, information, education, and entertainment. This article is part of a series of insights that reveal a Canadian perspective on the impact of the COVID-19 pandemic on consumer behavior and significant audience shifts across digital platforms. This week we will highlight some of the major category changes reflected as of the week March 23 - 29, 2020. Key Insights from Our Analysis: Digital consumption continues to grow, although at a slower pace Canadians are still consuming news at a record pace, but growth is slowing Sports and Real Estate declines are slowing Retail overall is stable but key categories like Toys, Apparel, and Books are increasing in consumption Canadian usage in Dating, Pets, Food, and Family & Youth Education on the rise Canada's Total Digital Population An analysis of Canadian Total Digital Media consumption looking at the percent change from week of March 23, 2020 to March 29, 2020 from the previous week of March 16, 2020 to March 22, 2020 showed continued increase of Unique Visitors (UVs), Visits, and Minutes, but does reveal that some increases are at a slower rate than previous weeks. Unique Visitors grew by +1%, Visits by +2%, and Minutes by +5%. At a top line that is still substantial growth, but throughout this release we will give insights into what is driving these increases, and in some cases highlight categories that are starting to show recovery. Analysis from the News and Information Category This category has been a huge focus over the past few releases given the amazing growth of Unique Visitors, Visits, and Minutes as COVID-19 became more prevalent in Canada. Canadians flocked to News/Information websites in record numbers driven by General News, Local News, Weather, and Politics. With that being said, during our latest week of data (week of March 23, 2020 to March 29, 2020) we have seen a lower percentage increase for the category. There is still growth, but the growth is at a slower rate. The category is still a huge area of focus and visitation and engagement are near record high levels. Analysis from the Retail Category The Retail category has also been a particular focus as bricks and mortar shopping has significantly changed, and in some places closed where they are deemed non-essential. Overall, the Retail category has seen a pretty flat line of growth in Unique Visitors, Visits, and Minutes. That being said, we have seen some sub-categories show growth that is greatly over-indexing. This growth in the Retail category is being driven by these subcategories: Toys, Books, Apparel, Sports/Outdoor, Department Stores/Malls. Toys is leading the charge with a 27% week-over-week growth in Unique Visitors. Analysis from Sports and Real Estate Categories The Sports and Real Estate categories have been two of several categories hit by major decreases in visitation and engagement during the COVID-19 pandemic in Canada. With live sports on hold for most of the major sports leagues in North America – there has been a decline across the board. That being said, during the week of March 23, 2020 to March 29, 2020 for the first time since our COVID-19 analysis began we have seen a decrease in the rate of decline in Visitation, and an in fact an increase in week-over-week Minutes. In terms of the Real Estate category, we have seen small week-over-week decreases with -3% in Unique Visitors, -7% in Visits, and -6% in Minutes – compared to the double-digit declines in the past few weeks. Insights from Other Categories of Interest There were a few other categories that hit our radar this week when looking at the data. These categories have seen week-over-week increases – that show Canadians are increasing Visitation and Engagement with this content. Many of these categories reflect the reality that people are isolated at home – with either kids (whom they must entertain and educate) or without kids or a partner – and they are looking to meet new people (Dating). The Pets category showed big increases, and Lifestyle – Food showed increases in activity. Canadians are apparently focused on love, kids, pets, and their tummies!
STORY: By the Numbers - CAA looks back on key initiatives from the pandemic
It’s been almost five months since COVID-19 started to dominate headlines in Canada and many people and businesses had to adapt to quickly changing circumstances. As one of Canada’s largest membership organizations, with multiple areas of business, CAA had to navigate the changes in various industries in order to keep CAA members safe. The initial response As a travel company, our agents helped to rebook hundreds of passenger travel itineraries as flights were cancelled and borders closed. CAA’s travel insurance company, Orion Travel Insurance, worked with thousands of insureds to extend their trip cancellation and interruption insurance policies while offering additional protection for travel suppliers’ vouchers and credits. As the community spread of COVID-19 started to take hold, CAA had to make the difficult decision to implement contact-free service and ask members to seek alternative transportation from their breakdown location, all in the interest of keeping members and drivers safe. To help do our part to curb the spread of the virus, a decision was made in early March to close all of CAA’s retail stores across south-central Ontario. While the state of emergency had not yet been implemented by the province, we felt it was the right thing to do. All CAA associates across the company quickly adapted to work from home. Shortly after, a state of emergency went into effect in Ontario and CAA was established as an essential service both for roadside and insurance operations. A Responsibility to do something good Once the safety of CAA operations was taken care of, we quickly started looking at how else we can make a difference during this difficult time. First, we committed to supporting healthcare workers and first responders by offering free roadside assistance during this crisis. We then leveraged our network of trucks to deliver vital food and supplies to those in need. CAA worked with several large organizations in need, such as food banks, Meals on Wheels, Mobilizing Masks for Healthcare Workers and other community service groups, to assist with delivering vital supplies where they were needed urgently. CAA also felt that it was important to stay connected and check in on the vulnerable members of our community who are struggling most. We created Operation Outreach to proactively reach out to a group of CAA members who were over the age of 75. The initiative was overwhelmingly positive with members appreciating the call and opportunity to interact with someone. One member even offered to join our outbound-calling team and to help check in with others. As the pandemic continued, we noticed that another important way we could give back and help people in need was through our insurance coverage. We saw that Canadians everywhere were feeling the profound social, emotional and financial effects of COVID-19, and so CAA Insurance looked at every possible way to help people save money. We are the only insurance company offering a 10% rate reduction on both home and auto policies, as well as a $100 Auto Insurance Relief Benefit. Unlike other insurers, we made sure that the rate reduction would be valid for the duration of the 12-month policy term. By the numbers Everything that was accomplished throughout the pandemic was possible thanks to the hard work of dedicated Associates and the enduring support of our Members. While many Members may join CAA for roadside or to sign up for insurance, they are also contributing to the community. The COVID-19 pandemic presented an opportunity for us to support our Members and the communities in which they live. We are pleased to share the impact that was made throughout this time.
STORY: All CAA Stores in South Central Ontario are now open
We are excited to announce that all CAA Stores will be re-opening on Friday, June 26, with proper safety, cleaning and physical distance measures in place. This decision was made with careful consideration as we reviewed the status of reopening in the province and the health and safety of our associates and members. The safety of our members, customers and associates remains our top priority. We have put in place some changes to the store operations to ensure everyone's safety while still offering the exceptional retail experience our members expect. They include: Installation of plexiglass screens at counters and desks Providing personal protective equipment for associates and members Limiting the number of members allowed in the store at one time Signage and floor decals to encourage physical distancing Sanitizing stations for members Changes to store hours The COVID-19 pandemic is an evolving situation and we will continue to monitor as needed to maintain the health and safety of our members and associates.
TORONTO, ON., May 29, 2020 — International Data Corporation (IDC) Canada announced today the release of 20 new research reports to help vendors understand the impact of COVID-19 on the Canadian ICT market, including five new forecast documents. In addition, most analysts have created an additional report analyzing the impact of COVID-19 on their specific technology patch, providing our clients with additional details on the impact and guidance for vendors in that market. IDC Market Forecasts help technology suppliers identify market drivers and size, measure current performance, analyze leading market indicators, as well as plan for future opportunities and growth. The five forecast reports are listed below: Canadian Communications Services Forecast, 2020–2024: COVID-19 Turns Telecom Inside Out (IDC# CA45063520 ). This IDC study presents IDC Canada's five-year forecasts for communications services spending by market and customer segments, company size, industry sector, and region for 2020–2024 based on the annual update of IDC Canada's Communications Market Model and replaces our previous comprehensive spring and fall 2019 forecasts. "Communications providers are largely recession proof and fortunately investments in next-gen network technologies and architectures are allowing communications service providers to cope with unrivalled demand," says study coauthor Lawrence Surtees, vice president of Communications Research and principal analyst at IDC Canada. "But the duration of the COVID-19 pandemic is still a great unknown and its associated economic shocks could dramatically impact the current forecast." Canadian IT Professional Services Forecast, 2020–2024 (IDC# CA45064220 ). This IDC study provides the spring 2020 market size and forecasts for the Canadian IT professional services market. The professional services market is made up of four submarkets: Custom application development, IS consulting, Network consulting & integration, and Systems integration. "The Canadian IT professional services market relies on discretionary capital spending budgets, which are typically suspended or curtailed in times of economic uncertainty. 2020 will be a challenging year for professional services firms due to the COVID-19 pandemic, but the market is expected to recover as the Canadian and global economies recover and businesses reinstate capital spending for IT projects," says Jim Westcott, research manager, Professional Services, IDC Canada. Canadian Infrastructure Outsourcing Services Forecast, 2020–2024 (IDC#CA45058420). This IDC study provides IDC's forecast for the Canadian infrastructure outsourcing services market for 2020–2024. It is an update of the previous forecast published in Canadian Infrastructure Outsourcing Services Forecast, 2019–2023 (IDC #CA43804019, May 2019). "The infrastructure outsourcing market continues to change, and COVID-19 will likely accelerate change. The decline in 1st and 2nd Platform technologies is leading to slow outsourcing spending on these areas, while the growth in 3rd Platform technologies to support digital transformation are increasingly incorporated into outsourcing and managed service engagements," says Jason Bremner, research vice president, Industry and Business Solutions. Canadian Consumer Wireless, Internet, and Wireline Voice Services Forecast, 2020–2024 (IDC# CA45059520). "In an already-competitive consumer market in the middle of great technological change, the global Coronavirus pandemic and the precautionary restrictions it has placed on Canadians has not only caused drastic socioeconomic changes but has forced consumers to weigh out the value proposition of each consumer service," says coauthor Manish Nargas, senior analyst for Consumer Services and Mobility. "Survival of the fittest is the call of the hour, and it seems that some consumer services will fare better than others after the dust has settled. While easier said than done, service providers need to think beyond the today's losses in order to plan for tomorrow's win." Canadian Consumer TV Services Forecast, 2020-2024 (IDC#CA45059620). This IDC study examines the forecast for Canadian consumer TV services subscribers and revenue. It also addresses the factors shaping the market as well as the key drivers and inhibitors underlying the forecast. "TV service providers will have to bring out their A game as they look to harness their next-gen TV service capabilities and create symbiotic, seemingly 'complementary' partnerships with OTT video providers to keep consumer eyeballs on their TV service platforms all the while combating economic ill effects of COVID-19 restrictions in the short term," says coauthor Manish Nargas, senior analyst, Consumer Services and Mobility at IDC Canada. "Based on our forecasts from May 1, 2020, we’re looking at an unprecedented 5.4 per cent decline for the year for the combination of telecom and IT spending in Canada. The cumulative impact of trade restrictions, supply chain impairments, commodity price declines, significant lay-offs and freefalling consumer and business confidence has led to a more dramatic impact on the overall ICT market than we had predicted in early April," says Nigel Wallis, vice president, IoT & Industries at IDC Canada. IDC develops detailed forecasting reports and analysis for major technology markets in Canada, which are published annually during the month of May. IDC's Forecast Scenario Assumptions for the Canadian ICT Market, 2020 and Beyond (IDC# CA46217620 , May 20 20 ) supports the underlying macroeconomic assumptions for each of the ICT market forecast reports. We also recently released a new interactive Canadian COVID-19 IT Impact Dashboard tool to help our clients visualize the impacts, in partnership with Rel8ed.to, which is available for everyone to use. For our clients that need to know the impact of the pandemic on ICT Spending beyond Canada’s borders, IDC created our global COVID-19 Resources microsite which contains more research reports, webinars, press releases and blog posts from around the world. We’ve also done a series of free webcasts for our clients with the first one on April 2 and the second one on May 6. Our third webcast in this series will occur on June 4th. Register today for COVID-19 Impact: Preparing for Recovery in the Canadian Tech Market. Here’s the list of our recently published Canadian-based COVID-19 research reports to help our clients meet the challenges from the pandemic, anticipate market changes and keep business moving: COVID-19 Impact on the Canadian ICT Market (IDC#CA46134820) Canadian Datacenter Infrastructure Action Item, Q2 2020: The Impact of COVID-19 (IDC#CA45057420) Impact of COVID-19: Canadian IT Services Market (IDC#CA46166120) All Priorities Aside: The Canadian Government's Singular Response to COVID-19 (IDC#CA46166920) The Impact of COVID-19: Canadian Security Solutions Market (IDC#CA46166520) Canadian Communications Service Provider Capex Spending, 2019–2020 (IDC#CA45063820) Canadian Government Wireless Price Policy - Ill-conceived and Horribly Timed (IDC# CA45663920) COVID-19 Business Impact: Hierarchy of Needs; Moving from Pandemic Risk Management to Organizational Agility (IDC# CA46228420) How is the Pandemic Crisis Impacting Digital Transformation in Canada? (IDC# CA46235620) Impact of COVID-19: Canadian Software as a Service Market (IDC# CA46166620) COVID-19 Impact: What’s Next for the Canadian Tech Market (IDC# CA46281820) COVID-19 Impact: Canadian Retail & Wholesale Market (IDC# CA45674020) COVID-19 Leadership: Canadian CIOs Strategize on Responses to COVID-19 (forthcoming) Critical Networks Provide Critical Care: Role of Communication Networks to Treat and Prevent COVID-19 (forthcoming) COVID-19 Impact: Canadian Vertical Markets Overview (forthcoming) For more information about the market forecast reports, the COVID-19 related reports, or to arrange a one on one interview with any of the report authors, please contact Cristina Santander at AskIDC@IDCcanada.com.
Is AI taking over traditional procurement practices?
Artificial intelligence (AI) is everywhere. It’s taking questions from clients, running assembly lines and is now pretty much part of every appliance in every house and is also an integral part of industry. In fact, in the attached article, Joe McNamara, global director of IT for food giant Kraft-Heinz details how he has implemented AI as a vital source for manufacturing and procurement across his company. Recently, Ruomeng Cui an Assistant Professor in the Department of Information System and Operations Management at the Goizueta Business School, Emory University along with colleagues from Rutgers University and Tianjin University, authored a paper regarding how Artificial Intelligence will be playing an expanded role in areas like procurement and how it will increase accuracy and efficiency for businesses on a global scale. If you’re looking to learn more about this topic – then let us help with your questions or coverage. Ruomeng Cui investigates how operations strategies create value in digital retail and platform markets. Professor Cui is available to speak with media regarding this topic – simply click on her icon to arrange an interview.
Forecasting demand of any product for industry, manufacturing and even retail is already a difficult task. And now, amid a global pandemic that has seen some industries grind to a halt while others ramp up to keep up - means that measuring expectations about demand is key to corporate survival during these trying times. We have not experienced a global pandemic like the coronavirus in last 100 years. The sheer increase in demand for everyday necessities like toilet paper, sanitary wipes and bottled water is putting undo stress on a lean global supply chain. It is testing the agility of many retailers and consumer packaged goods (CPG) companies as they attempt to ramp up manufacturing facilities and logistical operations while struggling to keep up with consumer demand. Business executives are looking to data, analytics, and technology for answers on how to predict and plan for the surge and, ultimately, the decline in consumer demand. It is significantly easier to shut down facilities than it is to quickly boost production and capacity. The biggest unknown is whether there will be a delayed economic recovery or a prolonged contraction. Regardless of the outcome, retailers and their CPG suppliers will need to think ahead and be prepared to act quickly. March 25 – RIS News There are so many angles and aspects of our daily life that need to be covered during the COVID-19 outbreak – and if you are a journalist looking at how business and industry are adapting during this crisis, the let our experts help. Dr. Karen Sedatole is the Goizueta Advisory Board Term Professor of Accounting. She has conducted extensive research on forecasting and capacity management that can shed light on the challenges of responding to the current uncertain environment. Karen is available to speak with media – simply click on her icon to arrange an interview today.
My Friend Just Lost Her Job. How Do I Respond?
Baylor expert on grief shares ways people can speak with and minister to those who are unemployed due to COVID-19 For the week ending March 21, a record 3.28 million workers applied for unemployment benefits, a result of the sweeping economic consequences of COVID-19, according to a report from the U.S. Department of Labor. In the proverbial “blink of an eye,” many find their neighbors, friends, family – and even themselves – out of jobs that only a few weeks ago seemed safe and secure. The jobless are grieving. What’s our role? How do we help? How do we engage? Helen Harris, Ed.D., associate professor in Baylor University’s Diana R. Garland School of Social Work, is a nationally recognized expert on grief. She says one key to helping others is to imagine changing places with them – putting yourself in their position – and being the person you’d hope they’d be if the tables were turned. “The key to helping is to think about how we feel when we need help and what helps us feel comfortable,” Harris said. “This is a time to ‘do unto others as we would have them do unto us.’” In this Q&A, Harris shares tips that can help us be the neighbors, friends and family we need to be at this time. Q: With the rapid shuttering of businesses including retail stores, movie theaters and restaurants, many of our neighbors have found themselves without jobs. What are some ways we can help them during this time? Harris: This is such a hard time. People who lose their jobs feel even more anxious and vulnerable at a time when everyone is already struggling. Hopefully unemployment and the federal government allocations will make a difference, but those are not immediate. In the meantime, consider what we can do to help directly, through agencies and through our churches. It is important during this time that we reach out to our neighbors who are unemployed, not only with an encouraging word but also with concrete help like meals and supplies or rent and utilities. For families with infants, for example, we provide formula and diapers or the financial help to buy them. We can also contribute to the agencies that provide assistance to families during these hard times. Those of us who are working and earning an income have an opportunity to share with our neighbors. We can also remind them that job loss right now is about this crisis and will not last forever while being careful not to minimize what they are experiencing. This is really hard. Q: When someone is grieving – in this case due to the loss of a job – what should people say? What should they NOT say? Should we even address it at all? Harris: As is true with any loss, it is important to acknowledge it and share how sorry we are that they are going through this hard time. I would avoid minimizing or blaming for the job loss. That just is not helpful. Letting someone know that we care about their painful experience helps with isolation at a time when social distancing is already creating a sense of isolation. We need to stay socially connected even while we keep our physical distance from one another. Acknowledging how hard it is not to have a job to go to matters even as folks apply for other jobs, apply for unemployment and support one another. Q: In terms of actions, should people ask before donating money or groceries or other items? Harris: That’s a hard one. A lot depends on how well we know them and what will make them comfortable. I think when we cook a casserole or pot of beans and cornbread, cooking enough for our friend/neighbor too doesn’t require checking ahead of time. Otherwise, it makes sense to ask how we can help and then do what we can. When we are headed to get groceries or other items, we can check to see if our friend/neighbor needs something and then deliver it with the assurance of the blessing it is for us to be able to help out. There may be ways to do our helping anonymously as well when possible. Q: Is there anything else you’d like to share? Harris: When reaching out to people, it might be appropriate to use a statement like: “I like to believe that when I need help, and we all do sometimes, that someone will be there for me and my family. Right now, I am able to help. Next time, it could be me who needs help. I believe we are best when we are there for each other. So, thanks for letting me help.” It can also be a huge help to let folks know when we are aware of job possibilities and willing to put in a good word for them. Also Read: “Unintended Consequences of COVID-19,” an article by Baylor University’s Helen Harris, Ed.D., associate professor of social work, and Bill Hoy, D.M., clinical professor of medical humanities. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 18,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT THE DIANA R. GARLAND SCHOOL OF SOCIAL WORK AT BAYLOR UNIVERSITY Baylor University’s Diana R. Garland School of Social Work is home to one of the leading graduate social work programs in the nation with a research agenda focused on the integration of faith and practice. Upholding its mission of preparing social workers in a Christian context for worldwide service and leadership, the School offers a baccalaureate degree (B.S.W.); a Master of Social Work (M.S.W.) degree available on the Waco or Houston campuses or online; three joint-degree options, M.S.W./M.B.A., M.S.W./M.Div. and M.S.W./M.T.S., through a partnership with Baylor’s Hankamer School of Business and George W. Truett Theological Seminary; and an online Ph.D. program. Visit www.baylor.edu/social_work to learn more.
These are worrisome times, and as the public takes personal precautions – there are some aspects that may seem out of a person’s personal control. Shopping is one of these situations. Despite calls for social distancing and staying inside, the reality is Americans will need to venture out to shop, bank and carry on with some aspects of life during this outbreak. Dr. Felicia Wu is the John A. Hannah Distinguished Professor, Department of Food Science and Human Nutrition, Department of Agricultural, Food, and Resource Economics at Michigan State University. In addition, Dr. Wu currently serves as an expert adviser to the Joint Food and Agriculture Organization (FAO)/WHO Expert Committee on Food Additives of the United Nation. She is an expert on food safety and has the answers to some popular questions being put forward by Americans. Question: Grocery stores are busy, and there are often long lines to get in and at check out. What are the risks? Dr Wu: No matter what, there are risks associated with going out into locations where many people may gather. The risks are that one could become infected with SARS-Cov-2 by standing near an infected person who is coughing or sneezing (this is the most likely route of transmission), or that one would touch a surface upon which an infected person coughed or sneezed recently. Question: How can seniors stay safe in this situation and can the risk be substantially reduced for the elderly and other vulnerable people? Dr Wu: The safest option, if it is possible, is to have more vulnerable individuals (elderly, immunocompromised, chronic heart and lung diseases) ask someone else who is not part of a vulnerable group to do the shopping for them. If that is not possible, then I do think it is a good idea for grocery stores to have dedicated hours that are for more vulnerable populations to shop – ones in which there will be fewer people, and where cleaning can take place beforehand. They need to consider the following: what hours those would be, and are those hours feasible for the elderly and others? Will they give instructions about how far people should stay away from each other? Will they wipe down counters and other surfaces beforehand? All these practices would help reduce risk. Question: And once home shopping, what to do then? Dr Wu: At home, the elderly and other vulnerable populations should be careful to thoroughly wash any produce meant to be eaten without cooking. Cooking food thoroughly is an excellent way to reduce risk of foodborne pathogens. And for those working in retail and in grocery stores? Question: Are there any sanitary recommendations for those who are cleaning these shopping areas? Dr Wu: The CDC has helpful resources about effective cleaning agents for coronavirus that includes cleaning, disinfecting, ensuring surfaces are safe, what materials to use and proper prevention at work and at home. Lastly, to the workers who are cleaning these shopping areas: We are grateful, and along with the recommended cleaning instructions above, these workers should wash their hands carefully beforehand and afterwards to ensure their own safety and the safety of others. Dr. Felicia Wu is an Expert in food safety, social network analysis, global health, risk assessment, economic models, environmental health risks, public health and has been sought out by national media for her expertise on the topic. She is available to speak with media regarding food safety – simply click on her icon to arrange an interview today.
Jon Quinn, lecturer in marketing at the Indiana University Kelley School of Business, who has served in senior marketing positions in the financial and food services industries, explains why many Americans may be unnecessarily hoarding supplies and seeking comfort through retail shopping. “The pandemic and the constant reporting of it is creating a significant threat and disruption to consumers’ perceived control over their daily lives, similar to a hurricane. This leads to a reduced feeling of security and well-being, driving us downward in our hierarchy of needs. When this happens, we rely more on our instinctive behaviors of self-preservation. We cease thinking logically and think and act more impulsively or even primitively. “As consumers, we have been conditioned to address problems and challenges by consumption-based solutions. We need to restore some sense of control and security, so we look for consumption-based solutions. In cases such as coming natural disasters or a pandemic, those solutions are everyday staples and items specific to protecting ourselves from the specific threat.” What should we do? -- “In a situation like this, retailers have to act with the greater good of society in mind. However, acting in such a way is also in their own best interest in the long-term. Putting quantity limits on products that are being purchased out of panic is the right thing to do, but retailers need to do a better job at explaining why. They can do this through social media, point-of-purchase and public relations. “This is an opportunity for retailers to build or fortify trust and loyalty and they can do that through dependability – avoiding stock outages as much as possible – as well as open and timely communication (explaining unit purchase limits) and accurately managing customer expectations (if they are out of stock, when will the items be back in stock). “Consumers should resist the natural and conditioned impulses and think logically. The greater the proportion of society that is protected, the greater the likelihood the spread will be contained and the greater the likelihood you and those close to you can remain healthy. Consumption will not make you safer. “Consumers will respond better if the media identified society-benefitting behaviors and demonstrated them by how these behaviors will benefit them personally. I have not seen such a message widely disseminated – but it needs to be.” Quinn can be reached at 614-390-1287 (m), 812-855-4671 (o) and jonquinn@iu.edu.
Baylor Sports Marketing Expert Discusses NBA, NCAA Coronavirus Decisions
On Wednesday, the NBA took the unprecedented step to suspend its season following the revelation that one of its players tested positive for coronavirus. In addition, the NCAA announced that the March Madness basketball tournaments will be played, but without fans present. Baylor University’s Dr. Kirk Wakefield is a nationally recognized expert on sports marketing, sports psychology and fan/consumer response. He has conducted research on the sports retail market – including the NBA and all major national organizations – for more than 20 years. In this brief Q&A, he shares his thoughts about these two decisions. Q: This was an unprecedented action by the NBA to suspend the season due to coronavirus. What does this mean for the teams? A: We’ve had work stoppage before with labor lockouts. Fans were angry then, but the majority won’t be now. Most won’t blame the league or the teams. We might see even more passion for the teams as fans are anxious for play to resume. Q: Based on your understanding of the decision-making process, does this seem to be an action that was done thoughtfully? A: It was carefully considered. No one wants to be the one who could have prevented a catastrophe and didn’t take prudent steps. Just like after lockout years, the leagues will recover. Q: The NCAA tournament will be played – but without fans. What does this mean for college sports teams and the NCAA? A: Obviously, viewership will increase – which is good for sponsors with heavy broadcast and digital assets. Sponsors and venues/teams who are reliant on gate revenue will be hit the hardest. ABOUT KIRK WAKEFIELD, PH.D. Kirk Wakefield, Ph.D., is the Edwin W. Streetman Professor of Retail Marketing and executive director of Sports Sponsorship & Sales at Baylor Unviersity's Hankamer School of Business. His research on retailing covers more than two decades and focuses primarily on sports psychology, team sports marketing, entertainment marketing, and fan and consumer response to pricing and promotional tools. He has conducted fan research in almost every venue in sports including the NBA, NFL, MLB, MLS, NHL and NASCAR. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 18,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY At Baylor University’s Hankamer School of Business, integrity stands shoulder-to-shoulder with analytic and strategic strengths. The School’s top-ranked programs combine rigorous classroom learning, hands-on experience in the real world, a solid foundation in Christian values and a global outlook. Making up approximately 25 percent of the University’s total enrollment, undergraduate students choose from 16 major areas of study. Graduate students choose from full-time, executive or online MBA or other specialized master’s programs, and Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The Business School also has campuses located in Austin and Dallas, Texas. Visit www.baylor.edu/business and follow on Twitter at twitter.com/Baylor_Business.
