Impact of Covid-19 on Advertising: A Perception Study on the Effects on Print and Broadcast Media and Consumer Behavior

The epidemic of corona virus disease 2019 (COVID-19) has created a global health crisis,leaving a deepimpact on the Global economy. The pandemic has impacted a number of industries and sectorsoperating in India. This research is conducted to understand the ongoing impact of COVID-19 onAdvertising Industry which has been doing very well economicallyin the past. In this research paper, we have attempted to find the challenges faced by broadcast media that could affect the consumer behavior. It is an attempt toexamine the overall influence of lockdown on theprint and broadcast media and its revenue sources. The findings reveal that due to thislockdown, people have started harnessing the power of Digital technologies primarily because they are working from home. Covid-19 has also influenced their social behaviors as people are confined to their homes, as they are cautious about their health and virus spread. This has provided them with opportunity and option of using digital platforms to work, socialize, shop and get entertained. Consumers are prioritizing buying brands and products of every-day use,over luxury brands, to ensure their health safety and prepare them for the shut-down. Brands, recovering from huge losses due to the Covid crisis, are trying strategies to engage with the consumers by building awareness around Covid-19 through the brand to stay connected iin these tough times.