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
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, Czechia, 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
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Kantar. (April 23, 2020). Consumer perception of humor in advertising during coronavirus worldwide as of April 2020 [Graph]. In Statista. Retrieved March 10, 2025, from https://www.statista.com/statistics/1168636/advertising-humor-coronavirus-worldwide/
Kantar. "Consumer perception of humor in advertising during coronavirus worldwide as of April 2020." Chart. April 23, 2020. Statista. Accessed March 10, 2025. https://www.statista.com/statistics/1168636/advertising-humor-coronavirus-worldwide/
Kantar. (2020). Consumer perception of humor in advertising during coronavirus worldwide as of April 2020. Statista. Statista Inc.. Accessed: March 10, 2025. https://www.statista.com/statistics/1168636/advertising-humor-coronavirus-worldwide/
Kantar. "Consumer Perception of Humor in Advertising during Coronavirus Worldwide as of April 2020." Statista, Statista Inc., 23 Apr 2020, https://www.statista.com/statistics/1168636/advertising-humor-coronavirus-worldwide/
Kantar, Consumer perception of humor in advertising during coronavirus worldwide as of April 2020 Statista, https://www.statista.com/statistics/1168636/advertising-humor-coronavirus-worldwide/ (last visited March 10, 2025)
Consumer perception of humor in advertising during coronavirus worldwide as of April 2020 [Graph], Kantar, April 23, 2020. [Online]. Available: https://www.statista.com/statistics/1168636/advertising-humor-coronavirus-worldwide/