COVID-19 Command Center
As we face the challenges of the novel coronavirus together, our thoughts are with those affected by COVID-19. We appreciate the challenges law firms face as we traverse uncharted territory. We know firms are interested in keeping your practices and client acquisition moving during these times. As your marketing partner, we are here to support your firm.
Since our inception, the CAMG mission has included sharing relevant, comprehensive data and information with the legal industry. In keeping with that tradition, we will be sharing updates, including media industry data, marketing news, and other information to support your marketing and client acquisition efforts.
Please bookmark this page to check back regularly for updates. We stand as a community together as we move through the pandemic.
March 24, 2020
RE: COVID-19 MEDIA INTEL
Hi, I’m Steve Nober, CEO of CAMG, and I’d like to pass along some very interesting and pertinent intel. Our media team sends me this report weekly but I wanted to take a moment to share it with you now since it’s so relevant to COVID-19 and current marketing opportunities. Last weeks’ performance numbers were at or below acquisition costs that we have tracked weekly through 2020, which is great news.I predict these costs to continue to drop as we progress through the second quarter of this year.
FROM CAMG MEDIA DIVISION:
What We’re Seeing in Local TV Markets
TV stations hold general market advertisers to a 2-week cancellation clause. (These are buyers who book non-preemptable schedules for auto, financial services, retail, and other big-name brands.) If we’re to assume last Monday, March 16, was D-Day, then the 2-week window closes this Sunday, March 29.
In the Top 50 U.S. media markets, the largest non-political advertising categories running on local market stations have been
- Automotive: Local dealers and dealer associations
- Furniture Stores: Rooms-To-Go, Ashley, American Freight, Bob’s Discount, etc.
- Quick Service Restaurants: Checkers, McDonald’s, Jack-in-the-Box, Papa John’s, etc.
- Legal services are usually ranked in the Top 4.
Automotive and Quick Service Restaurants are two of the advertising categories that are cancelling ads. The bulk of Automotive (75%) and Quick Service Restaurant (65%) ads run after 4:30 pm. Note that 80% of Legal Services advertising runs between 6 am and 7 pm. This means it’s unlikely that Auto or Quick Service Restaurants (QSR) will release enough inventory during the day to significantly boost our access.
Additional Advertisers Pulling Back on Advertising During Day
- Auto Insurance brands (Geico, Progressive, Liberty Mutual) run big chunks of their schedules during the day – and are pulling back.
- Optional Medical Procedure Brands (Clear Choice Dental Implants, SonoBelo BodySculpting, etc.) are also pulling back as consumers want to limit exposure to coronavirus and not take on additional debt at this time.
- Political Advertising is probably on hold until the traditional season begins around Labor Day, with cancellation of April primaries
What Does This Mean for CAMG and Our Clients?
- Between 8 to 13% of TV station inventory (more on independent stations; less on network affiliates) will open up.
- In real terms, that’s about 160-500 :30-second equivalent ad units each week per market.
- We’ll have to battle with that inventory with Direct Response brands (SoClean, My Pillow, Plexaderm, Life Alert) who will see this as a chance to grab customers on the cheap
What’s Our Plan?
CAMG is active across local TV markets and national markets, 52 weeks per year. We are in constant contact with our reps and the clients we represent are significant to those reps. CAMG will leverage the strength of our relationships with both reps and station managers to bring our clients both Lower Rates and Bonus Spots. Using empirical data, our media team will search out and utilize all current media opportunities effectively boosting our clients’ exposure and getting the most out of their hard-earned marketing dollars.
Thank you for reading this report. I want to continue to keep you updated so you are aware of the media opportunities that are out there right now but are fluid and changing weekly. Please visit and bookmark our CAMG COVID-19 Command Center for additional marketing and media updates.
I know these are difficult times but, by being proactive and working together, we can leverage these opportunities. If you have any questions or would like to know how we can help, please reach out to your sales rep or me. You can also contact us by email at email@example.com.
President & CEO
March 16, 2020
STAYING PUT: CONSUMERS FORCED INDOORS DURING CRISIS SPEND MORE TIME ON MEDIA
Regardless of whether you call it social distancing, quarantining or retreating to a safe place, heading home amid concerns about the novel coronavirus (COVID-19) is bound to affect media consumption habits. In fact, staying put in our homes can lead to almost a 60% increase in the amount of content we watch in some cases and potentially more depending on the reasons. Considering that consumers around the globe are already leaning into the growing array of content options and channels, a 60% increase is significant.
Media consumption in the U.S. is already at historical highs. As reported in the most recent Nielsen Total Audience report, Americans are already spending just shy of 12 hours each day with media platforms. What’s more, three-fourths of U.S. consumers are broadening their media options with streaming subscriptions and TV-connected devices.
SOUTH KOREA AND ITALY: A SAMPLE OF VIEWING DURING COVID-19
An analysis covering the global regions that have been impacted by COVID-19 found similar behaviors. In South Korea, for example, there was an increase in television viewing in the weeks after the first reportings of COVID-19 in early February. Comparing persons TV usage levels from the second week of February to the fourth week when there was a surge in the virus, the analysis noted a 17% increase in TV viewing—an increase of approximately 1.2 million viewers. During that same interval in 2019, it was just 1%.
And in Italy it was reported by the Italian Joint Industry Committee, Auditel that during the last week of February, compared to the previous week, there was a 6.5% increase in TV viewing and almost 12% more in the Lombardy region of the country, which was, subsequently, the hardest hit area so far. The increase has been driven by both news consumption as well as a consumer move to stay indoors.
WORKING VIRTUAL: REMOTE COMMUTING ALSO DRIVES A MEDIA INCREASE
While technology has fragmented the media landscape, it also has driven many companies to encourage remote commuting when possible. In many cases this has cut down overhead office costs, allowed for flexible work schedules, drawn from a more tech-savvy talent pool and, in the case of COVID-19 and unforeseen events alike, given companies in affected regions the ability to urge associates to work from home. In doing so, these companies have been at the forefront of social distancing, as urged by the CDC, while at the same time, given them an ability to keep operating withoutmuch disruption in production continuity.
Nielsen data suggest that employees that work remotely during a typical Monday through Friday work schedule connect over three hours more each week with traditional TV than non-remote workers, 25 hours and 2 minutes to 21 hours and 56 minutes respectively. In terms of devices, remote workersalso spend a higher amount of time each week on their tablets—over four-and-a-half hours compared to the four hours for non-remote workers. Beyondviewing, remote workers also lean into listening. The reach of radio for remote workers compared to non-remote associates is nearly identical—both at just over 95%.
As COVID-19 continues to spread in the U.S. and more companies allow and enact policies for work to be done virtually, the viewing behavior for employees working in the confines of their own homes could drive even greater media usage.
THE SOCIAL CONVERSATION SURROUNDING COVID-19
Beyond TV and media connectivity, consumers all over the world are using social media to help drive the conversation as well as to stay connected, informed and opinionated. According to Nielsen’s Social Content Ratings data, a snapshot from January through February 2020 showed that at its peak the social conversation mentioning either “coronavirus” or “COVID-19,” there were 110,000 TV-related Tweets mentioning these two keywords.
As COVID-19 continues to spread, this serious health threat has already shaken world markets and, no doubt, will affect the media ecosystem. Understanding, and potentially hedging ad and media investments could help buoy any shrinking margins, build awareness for public health messages and maybe even get consumers’ worried minds off a threat through the power of entertainment.
March 15, 2020
A Letter from Steve Nober
Friends and Colleagues,
We hope everyone is doing well during these uncertain times. Our thoughts are with all those who have been affected by COVID-19. At CAMG, we believe it is our role and responsibility during this time to prioritize the health and well-being of our employees and partners, as well as to support our law firm clients as they adjust to changing work environments, as many offices have begun to work remotely.
CAMG is here to helpWe realize your staff may be working remotely, making phone intake, contract processing, and other tasks more challenging. CAMG is here to support your law firm.
- Our call centers (CATS) remain open, providing 24/7 coverage and with both English-speaking and Spanish-speaking representatives.
- Getting contracts out to prospective clients and back signed, is crucial. CAMG’s contact services division (CACS) can help with digital or hard paper signing, especially as you may be short-staffed during COVID-19.
- As physician’s offices, hospitals, and healthcare facilities are busy respondingto COVID-19, it may be more challenging than usual to retrieve medical records. Our medical records services division (CARS) has a database of over 90,000 facilities across the country and offers an easy-to-use secure online portal, allowing you to check records and status remotely.
- In addition, we offer medical review by a team with over 20 years of experience in medical research and review. We provide chronological summaries and mass tort grids to fit your needs.
Stay Informed with CAMG at a safe distance
We understand the need to stay informed about litigations, especially with many conferences being cancelled. I fly across the country all year long to share data withlawyers and know how valuable the performance data is when you’re running campaigns or considering entering a tort.
Between conferences our Legal Marketing Index, our Webinars or speaking to our team may helpful and be a safe way to stay updated. We have hosted Webinars with leadership attorneys for emerging torts, including our most recent Belviq webinar from March 10 with Aimee Wagstaff and David Wool from Andrus Wagstaff. Additional recent webinars in our library include JUUL, Truvada, Zantac, and 3M Military Earplugs, as well as additional litigations.Download our webinar recordings here
Access our Legal Marketing Index
Contact your sales rep for a Q & A guide for many of the webinars or for questions about litigations.
Media Opportunities with Increased Exposure and ROI
As more people are taking precautionary measures to stay or work from home, the commercials we run, both digital and TV, will be in front of a larger audience of prospective clients, providing you with increased opportunity to assist injured victims seeking justice. We can also help craft and produce creative to help show your community the support, resources, etc., that your firm may be providing.
The key is we are continuing to operate at full steam ahead to ensure seamless marketing campaigns.
As we move through these challenging times together, CAMG will be here to providecomprehensive support to your law firm.
Please reach out to me or your sales rep for anything you need. We’re happy to help.
President & CEO
March 13, 2020