Traditional advertising expenditure in the UK declined by 48% during the lockdown

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 05, 2020, 12:28 PM UTC

Brands paused ad spend in traditional media after the British government mandated lockdown in March.

More than £1 billion was taken out of traditional ad spend during the lockdown period, according to a Nielsen study conducted between 23 March and 30 June. With consumer purchasing behaviour changing rapidly, businesses investment has changed accordingly.

Nielsen’s Barney Farmer said, “…we have seen varying approach to advertising, with some increasing spend while the majority cut back.” Disney+ (+962%), for instance, increased ad spend, while Amazon (-77%) and Sky (-60%) reduced their spend sharply. Similarly, Procter & Gamble cut spend by £9.9 million, while Unilever increased spend by £3.5 million.

The study found that OOH spends, however, increased as the restrictions eased. OOH spend doubled from £14 million in May to £25 million in June, even though this was still below the usual levels.

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