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IRL ad spend recovers but consumer activity remains subdued
28 February 2022
IRL ad spend recovers but consumer activity remains subdued
Cinema audiences Outdoor & out of home audiences Global

Brand investment in IRL ('in real life') media is recovering from the pandemic, despite consumer activity in areas like transport, recreation, retail and work remaining subdued. This is according to WARC Data's latest Global Ad Trends report which includes an analysis of public activity data from The Economist's 'normalcy index'.

Why it matters

The coronavirus pandemic caused widespread disruption to consumer behaviour and advertising budgets. While the recovery has been underway for more than a year now, consumer activity continues to be subdued below pre-pandemic levels. Brands are reaching new highs, though, with WARC Data currently forecasting IRL advertising spend...

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