62% of advertisers are cutting brand-building investment

An overview of where brands are investing during the novel coronavirus (COVID-19) outbreak and upcoming recession.

Three-fifths (62%) of brands say they will decrease their investment in brand advertising in the coming months, according to the latest survey of brands across the world from Ebiquity, conducted in May.

Just 16% of brands surveyed said they will be investing more in brand advertising, with one-fifth (22%) reporting no change. Brand-building was expected to get from marketers this year but the novel coronavirus (COVID-19) outbreak and an incoming economic recession has forced brands to refocus on .

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands