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COVID-19 IMPACT ON GLOBAL ADVERTISING
#WEEK 24 ∙ JUNE 2020
COVID-19 IMPACT ON GLOBAL ADVERTISING #WEEK 24 ∙ JUNE 2020
2020 ADVERTISING FORECAST
Pre-outbreak
SOCIAL MEDIA
Post-outbreak 20%
9.8%
ONLINE VIDEO
20.2%
5%
ONLINE DISPLAY
2.1%
SEARCH
12.4%
0.9%
GLOBAL
7.1%
-8.1%
ONLINE CLASSIFIED
2.5%
-13.8%
RADIO
1.8%
-16.2%
NEWSPAPERS
-19.5%
MAGAZINES
-21.5%
OUT OF HOME
-21.7%
Global ad spend is set to fall by almost $50 billion in 2020 as all sectors canceled or postponed media buys due to COVID19.
6.8%
-10.3%
TV
$50
14.3%
-5.9% -5.6% 5.9% 5.0%
CINEMA -31.6%
Source: WARC Data
GLOBAL ADVERTISING PURCHASE INDEX China
-8.1%
US
Japan
Euro Area
UK GROWTH
60 50
The advertising market will reduce by 8.1%, or $49.6 billion, compared to a previously forecast growth of 7.1%.
40 30 20 DECLINE
Apr-20
May -20
Mar-20
Feb-20
Dec-19
Jan-20
Oct-19
Nov-19
Sep-19
Jul-19
Aug-19
Jun-19
Apr-19
May-19
Mar-19
Feb-19
Jan-19
Dec-18
Oct-18
Nov-18
Sep-18
Jul-18
Aug-18
Jun-18
May-18
10
Note: A value above 50 indicates growth, a value below 50 indicates decline. Larger/smaller values signal strength. May data are fl ash results. Source: IHS Markit Purchasing Managers’ Index.
2020 FORECAST BY ADVERTISER
Pre-outbreak
PHARMA & HEALTHCARE
3.7%
-2.1%
MEDIA & PUBLISHING
Post-outbreak
5.4%
-5.8%
HOUSEHOLD & DOMESTIC
10.5%
-6%
FOOD
4.9%
-7.7%
GLOBAL
7.1%
-8.1%
ALCOHOLIC DRINKS
6.9%
-8.8%
SOFT DRINKS
6.5%
-10%
CLOTHING & ACCESSORIES
4.6%
-11.1%
AUTOMOTIVE
6.8%
-11.4%
TOILETRIES & COSMETICS
2.9%
-12.8%
RETAIL
2.6%
-15.2%
FINANCIAL SERVICES LEISURE & ENTERTAINMENT TRANSPORT & TOURISM
11.8%
-18.2% 4.8%
-28.7%
9%
-31.2%
BUDGET CUTS PERCENTAGES
Traditional media outlets will be impacted the most, with TV spend reducing by 13.8% and newspaper ad buys going down 19.5%. Cinema ad spend is set to decline steeply, at 31.6%. Source: WARC Data, Nielsen Ad Intel.
33%
Average media investment declined 23% in first half of 2020.
22%
16% 12% 9% 5%
3% 0%
Source: WFA/Ebiquity Crisis Clinic Webinar.
- >60%
-40-60%
In terms of regions, Latin America is set to see the steepest decline in ad spend this year, forecast to be 20.7% down, with Africa and the Middle East following.
- 20-40%
- 10-20%
- 0-10%
FlatYOY
+ 0-10%
+ > 10%
North America is forecast to see the least impact, at 3.7% down, with Europe expected to see a 12.2% fall.