Uncertainty leaves half of Australian ad budgets on the table

Rob Clapp

An overview of Australian marketing spend plans for the rest of 2020 and when businesses expect to return to normal.

Uncertainty surrounding the coronavirus (COVID-19) outbreak means half of Australian businesses haven't committed to their advertising budgets for the second half of 2020, according to research by the Australian Association of National Advertisers (AANA) and Ipsos.

Small- and medium-sized businesses (SMB) are significantly more likely to have spent all of their H2 2020 marketing budgets already, with one-third (32%) reporting so. Just 13% of large businesses say the same.

For SMBs, budgets are most likely to be released when national economic activity starts to recover and borders re-open. For large businesses, the focus is on state borders re-opening...

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