Global Ad Trends: The impact of COVID-19 on ad investment

This report summarises the latest research from WARC's Data platform, with a focus on the impact of COVID-19 on advertising investment. Key findings include:
  • Advertising investment is set to fall 8.1% – $49.6bn – worldwide this year. This compares to a pre-outbreak forecast of +7.1%, equating to an absolute downgrade of $96.4bn.
  • This year's downturn will be softer than in 2009, when the ad market fell by 12.7% ($60.5bn). This is for a number of reasons, including the US presidential elections this year, stronger-than-expected first quarter results, and a more established online sector – particularly within e-commerce.
  • Almost all product categories will record a decline in ad investment this year. The most severe falls will be recorded among travel & tourism (-31.2%),...

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