SEÑAL NEWS | RESEARCH WEEK #40

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THE 2020 ADVERTISING SHIFT

WEEK #40 ∙ SEPTEMBER 2020

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THE 2020 ADVERTISING SHIFT #WEEK 40 ∙ SEPTEMBER 2020

STATE OF THE ADVERTISING INDUSTRY 2020 GLOBAL SPEND US$ billions TV

159.9

Out of home

31.5

Newspapers

31.4

Radio

-5.2

26.4

Magazines

12.6

Cinema

The ad industry will take a $49.6bn hit from COVID-19 this year, but the impact is not being felt equally across the media landscape. Brands are set to spend a combined $59bn on e-commerce advertising during 2020.

-32.6

-12.0

-6.4

-2.6

2.2 -1.3

Online display

152.1

Search

-18.2

126.0

Social media

-14.1

96.0

Online video

50.3

e-commerce

-6.4

-13.5

58.5

+1.1

Online

298.9

Offline

-36.5

264.0

0

50

100

-60.2

150

200

250

300

350

Source: WARC Data

2020-2021 ADVERTISING SPENDING FORECAST 2019

2020 5.4%

2021

7.0%

6.1%

ADVERTISING BUYER CONFIDENCE IN BUDGET STABILITY Very Unsure

7.2%

5.9% 4.8%

4.0%

Confident

Very Confident 2H 2020 Confidence in Budget: 49%

2020

14%

2021

12%

37%

38%

46%

29%

11%

12%

2021 Confidence in Budget: 41%

-4.4%

Source: IAB -6.8%

-7.2%

Worlwide

Unsure

5.7%

North America

Emerging Markets

-7.4%

Developed Markets

Latin America will have the worst regional performance for ad spending overall this year, declining 10.0% collectively. Although oddly, it will also have the best performance for digital ad spending growth at 5.0%.

Source: IPG Mediabrands’ Magna.

PREFERRED CHANNEL TO CONSUME ADS BY COUNTRY US

57%

Social Media

UK

47%

Television

Television

33%

News Websites/Apps

SPAIN

58%

GERMANY

FRANCES

TOP 10 COUTRIES FOR DIGITAL AD SPENDING GROWTH % growth change

47%

Television

11.2%

1. COLOMBIA

Source: DoubleVerify

5.9%

2. CHILE

5.2%

3. BRAZIL

CHANNELS ON WHICH CONSUMERS ARE MOST RECEPTIVE TO ADS 42%

SOCIAL MEDIA

36%

NEWS WEBSITES / APPS VIDEO / MOBILE GAMES STREAMING MUSIC Source: DoubleVerify

4. CHINA*

22% 21%

4.4%

5. ARGENTINA

47%

TV

5.0%

6. MEXICO

4.1%

7. MALAYSIA

3.0%

8. SWEDEN

2.6%

9. FINLAND

2.5%

10. RUSSIA

2.5%

Source: eMarketer, June 2020