Advertiser exodus to bring sharp media deflation in 2020

Rob Clapp

An overview of global media inflation in 2020 as a result of the novel coronavirus (COVID-19) outbreak.

Print media costs are set to deflate by double-digits this year as a result of the novel coronavirus (COVID-19) outbreak, according to the latest global forecasts from ECI Media Management. Magazine advertising CPM is to ease 17.0% this year, compared to an original forecast of 0.5% growth. Newspaper costs will also see a sharp deflation, down 11.8% compared to the 0.6% pre-outbreak growth.

This has been driven by a dip advertisers demand as a result of reduced consumption as consumers are less able to go outside and buy a physical newspaper or magazine. This trend has also...

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