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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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