Global Ad Trends: FMCG and COVID-19

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
  • A deep recession is now highly probable in the short-term; this Global Ad Trends report predicts this is likely to lead to an advertising recession in the first half of 2020.
  • The food and drink sectors reduced spend at a far softer rate than the wider market during the last recession.
  • Major FMCG advertisers lowered ad investment in 2008/09, but it held as a share of sales revenue.
  • FMCG ad money is moving online, but brand building is still important while selling via third-party retailers and not directly to customers.
  • FMCG sales on Tmall and Amazon have boomed – the...

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