Half of UK SMEs have cut adspend and struggle with campaign effectiveness

An overview of changes to marketing and advertising spend and campaign effectiveness among UK businesses during the novel coronavirus (COVID-19) outbreak.

Half of microbusinesses in the UK (49%) have cut their advertising spend during the novel coronavirus (COVID-19) outbreak, according to a May survey from YouGov. This rises to 54% of small- and 53% of medium-sized businesses.

However, medium-sized businesses are also most likely to be spending more on marketing and advertising during the outbreak (25%), suggesting different strategies for medium-sized brands.

Microbusinesses are most likely to have kept their investment the same during the outbreak, at 43%.

Among businesses that have cut their marketing and advertising investment, the most popular area of decreased spending for small, medium and...

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