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Research Outline
Prepared for Mike S. | Delivered June 4, 2020
COVID-19 Advertising Impact
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Goals
Determine statistics on the number of advertisers that have cut or reduced spend as a result of the Coronavirus pandemic.
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Early Findings
76%
of companies plan to cut advertising budgets in 2020.
61%
of marketers are altering their short-term advertising strategies, but only 9% are planning long-term changes. Most companies are moving to
online advertising
, shifting away from offline channels.
89%
of multinational companies have paused their advertising campaigns due to the Coronavirus. Instead,
68%
are running "crisis response campaigns."
Experts expect global advertising budgets to decrease by
36%
in H1 2020.
However, video game retailers have
increased
their advertising since the beginning of the Coronavirus outbreak.
25%
of companies report that they will increase marketing activity during the Coronavirus.
Advertiser Perceptions found that
"due to the coronavirus
outbreak, advertisers will allocate 33% less to the 2020 Upfront market, with two-fifths (41%) believing that TV networks will have to abandon the Upfront advance-buying model completely. Additionally, half of those surveyed agree that they can replace linear TV reach with OTT/CTV and digital video ads."
Advertisers are planning on decreasing their spend on traditional media the most, with an estimated
39%
decrease from planned spending, with the largest decreases in print (38%) and linear TV (38%). Digital media advertising is expected to decrease by 33% from planned spending, "
with the largest
cuts being seen in digital audio (35%), digital display (34%) and digital video (32%)."
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