Global pandemic, Coronavirus, forces revision of 2020 global ad forecast, downward by $20.3 billion

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 16, 2020, 2:40 AM UTC

This revision is largely attributed to the reduction in China’s 2020 advertising output.

The global impact of the Coronavirus has led eMarketer to revise its global ad forecast downward by $20.3 billion to reach $691.7 billion. The downward revision was calculated before US President Donald Trump announced a 30-day ban on most European countries.

The downward revision is resultant of the drop in China’s 2020 ad output. eMarketer predicts that the 2020 advertising output for China will reach $113.7 billion, a $7.43 billion decrease compared to its previous forecast of $121.13 billion.

China’s ad spend has also been downgraded from 10.5% to 8.4% across all media formats. China is the world’s second-largest ad market after the US.

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