Aug 25, 2020

Audience Spotlight: COVID-19 Concerns

Author: Deep Root Analytics

At Deep Root, we pride ourselves on building audiences that are fully reflective of the constantly shifting consumer, public affairs, and issue climate — central to the national issue landscape right now are concerns around COVID-19. Whether it’s health risks, financial insecurity, or perceived infringements on personal freedoms, COVID-19 continues to impact people, communities, and businesses across the United States.

In that light, we continue to see messaging across nearly every industry adapt and incorporate COVID related points. We know that being able to target your messages to audiences who are most likely to be receptive to these messages is critical, and we recently rolled out relevant segments to help you achieve that:

  • COVID Economic Concern – Voters whose primary COVID concern is that the US economy will enter another great recession or depression.
  • COVID Public Health Concern – Voters whose primary COVID concern is that the pandemic will cause long term damage to the health of the global population.
  • COVID Civil Liberties Concern – Voters whose primary COVID concern is that stay at home orders and business closures have been too restrictive and have infringed on personal freedoms.
  • COVID Civil Liberties Persuadables – Voters who are receptive to messages both for and against the impacts of COVID restrictions on personal freedoms.

These topical and scalable audiences can be targeted at every phase of your paid media campaign and leveraged across all screens – including addressable television, over-the-top and connected TV, programmatic digital, and social channels. To learn more about how you can activate this premium audience for all of your paid advertising, please contact Nate Romberg, Deep Root’s Director of Partnership Sales, at [email protected].


Not leveraging our COVID-19 audiences? Take a look at our full standard taxonomy to discover other audiences that might be helpful to your ongoing audience targeting efforts. Deep Root has extensive experience in building highly-scalable audiences that can be targeted across all screens – from linear television to Advanced TV and traditional digital. Deep Root audiences can be leveraged across multiple verticals — including corporate reputation, public affairs, issue advocacy, and political — and are always anonymized in order to protect privacy and identity.