How to Promote the Emerging Business as Usual Market

BY Rachel Cagle
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The COVID-​19 vaccine is making its rounds throughout the country! And you know what that means. (Hopefully) COVID-​related restrictions will be lifted soon and life can begin to return to normal. According to The Nielsen Total Audience Report, Americans have big plans in store for when the country returns to business as usual. For three months following the all-​clear date, consumers plan to:

  • Get their hair and/​or nails done: 74%
  • Start planning or book a vacation: 73%
  • Dine out at restaurants: 73%
  • Visit their favorite coffee shops and cafes: 69%
  • Head back to the gym: 68%
  • Buy tickets for a concert or other live event: 67%
  • Plan a trip that requires air travel: 67%
  • Go out to a bar or two… or five: 64%
  • See a movie in a theater: 63%

Basically, Americans are anxious to get back to everything that they have been denied for the past year. So, now is the time for the businesses that can fulfill these desires to start preparing for business as usual by planning new ad campaigns.

Promoting Business as Usual with Ad Campaigns


According to Nielsen data, radio was the media type that had the most reach among American consumers in the third quarter of 2020. 88% of Americans listen to the radio for an average of 12 hours and 11 minutes per week. Additionally, an average of 55% of American consumers over the age of 18 believe that radio is a trustworthy medium. Only an average of 11% of adults disagree. And, as more Americans begin venturing out into the vaccinated world, they’ll be spending more time in their cars, likely listening to the radio. This new consumer behavior makes radio an ideal part of a business as usual ad campaign.


Another form of advertising that many Americans consider trustworthy is TV. Only an average of 16% of adults don’t believe what they see on TV is trustworthy compared to about 54% who trust the medium. This is great news for advertisers since, in the third quarter of 2020, live and time-​shifted TV reached 80% of American consumers and 56% watched content on connected TVs. On an average weekly basis, consumers spent 30 hours and 46 minutes watching live and time-​shifted TV and another 12 hours and 35 minutes watching content on TV-​connected devices.


Don’t forget to include digital ads in the business as usual campaign! Consumers spent an average of 20 hours and one minute on their smartphones on both their apps and the internet in Q3 2020. And smartphones are used by 85% of American adults. And the time spent on smartphones doesn’t vary as much as you think it would per age group. (Until you get to consumers ages 50 and above, who only use smartphones for about half the time as younger generations. But that’s still a minimum of one hour and 42 minutes per week).

These are just the top three media types in the U.S. as a whole. If your clients want to know other ad types they should be including in their business as usual ad campaigns, check out the target audiences’ profiles on AudienceSCAN on AdMall by SalesFuel to get further marketing insights.