Spain: lockdown impact on advertising campaigns due to coronavirus by sector 2020

Due to the rapid spread of COVID-19 in Spain, the Government to was compelled to declare the state of health alarm on March 14, 2020. The impact of the coronavirus outbreak in Spain was significant in many industries, including advertising. In this sector, the total volume of Gross Rating Points (GRPs) between March 14 to 22, 2020, generally improved by 6.9 percent compared to the same period of the previous year. However, a closer look will show that these results are highly dependant on the sectors: while GRPs in health adverting increased more than 85percent during the time under review 2020, the energy sector sawits GRP volume decrease by 58 percent.

Year-on-year change of the volume of Gross Rating Points (GRPs) in advertising sectors in Spain between March 14 and 22, 2020

Characteristic	YOY change
Agriculture, manufacture, work materials	570.9%
Home	94.9%
Health	85.2%
Miscellaneous	70.7%
Public and private services	56.3%
Food	40.7%
Automotive	14.7%
Beauty and care products	11.6%
Cleaning	11%
Business and office equipment	-3.3%
Telecommunications and internet	-3.7%
Sports and leisure	-6.9%
Clothing	-7.9%
Drinks	-10.7%
Construction	-17.4%
Finance and insurance	-26.2%
Culture, teaching and media	-44.3%
Restaurants and delivery	-49.4%
Transportation, travel and tourism	-55.1%
Energy	-58.1%
Personal items	-88.3%
Total	6.9%

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Release date

March 2020

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Region

Spain

Survey time period

March 14 to 22, 2020

Supplementary notes

Gross Rating Points (GRP) describe a way to measure the size of an advertising campaign and compare it to other advertising media. This system represents a total of all assessment points during an advertising campaign.

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Spanish

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