Brands are struggling to find the best way to address COVID-19 in their messaging, recognizing that it’s a sensitive topic but also that they may have useful information to provide. The MediaScience report suggests that marketers need to keep context in mind when messaging around COVID-19, as ads related to the pandemic often performed better when part of news programming better matched the context of the ad’s messaging. This is reflected in the findings that Ford’s COVID-19 ad did not play as well during a comedy program, whereas the Domino’s spot performed well during news content.