The advertising industry had been growing for over a decade after the global economic crisis of 2009, but the pandemic and the subsequent decline of global GDP dealt a severe blow to it. Companies slashed advertising budgets, while restrictions on gatherings further worsened the prospects of traditional channels such as print media and out-of-home media. Even big advertising agencies were forced to lay off employees, cut salaries, and opt for other cost-cutting measures.
However, though the pandemic’s impact was felt globally, the severity of the decline and recovery rates varied significantly across countries due to government interventions, level of exposure to traditional/linear media, and the economies’ resilience.
This report features detailed profiles of 12 large advertising markets globally, impact of the COVID-19 pandemic on advertising in these countries, and their recovery trajectories. Further, the report discusses the emerging market and customer behavior trends that will determine the growth of advertising in a post-COVID-19 landscape.
Scope
Advertising markets studied – Australia, Canada, China, Denmark, France, Germany, India, Indonesia, Spain, Sweden, UK, and US
All industries
Contents
In this research, we examine:
The impact of COVID-19 on the global advertising market
The pandemic’s impact on 12 advertising markets and their recovery trajectories
Advertising market trends in the post-COVID-19 landscape
Customer behavior trends in the post-COVID-19 landscape
