Consumer perception of humor in ads during coronavirus worldwide in 2020

Published by
Marie Charlotte Götting,
Sep 2, 2020
A worldwide study from April 2020 found that people perceived the usage of humor in advertising differently during coronavirus. Only 24 percent of respondents thought that humor was appropriate at that time while 38 percent felt that humor in advertising was inappropriate during the pandemic.

Consumer perception of humor in advertising during coronavirus worldwide as of April 2020

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Release date

April 2020

Region

Worldwide

Survey time period

April 10 to 13, 2020

Number of respondents

25,000 respondents

Supplementary notes

Question: And in this situation, how should brands advertise? Advertisements today should avoid humorous tones (top2 and bottom2)
Surveys in 30 countries including Argentina, Belgium, Canada, Chile, Colombia, Czech Republic, Ecuador, France, Germany, Greece, Hungary, Israel, Italy, Mexico, Netherlands, Nigeria, Peru, Poland, Ireland, Romania, Saudi Arabia, Slovakia, South Africa, South Korea, Spain, Turkey, United Arab Emirates, Great Britain and the Unites States.
500 online or phone interviews per country

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