Italy: coronavirus impact on marketing investments 2020

About 30.7 percent of Italian professionals working in the advertising industry estimated the marketing spending to decrease by more than 30 percent over the first semester of 2020, a survey revealed. The marketing activities included consultancy, use of marketing digital technologies, and market research. According to another 30.7 percent, the lockdown imposed by the coronavirus (COVID-19) will result in a decrease between 20 and 30 percent of the spending in advertising.

What impact will the emergency of coronavirus (COVID-19) have on marketing investments in the 1st half of 2020?

Characteristic	Share of respondents
Up to -5%	9.2%
-10 to -20%	26.1%
-20 to -30%	30.7%
More than -30%	30.7%
No impact	3.4%

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Release date

April 2020

More information

Region

Italy

Survey time period

March 24-31, 2020

Number of respondents

260 respondents

Special properties

professionals in the advertising industry

Supplementary notes

This question was phrased by the source as follows: "Che tipo di impatto avrà l'emergenza sugli investimenti complessivi di marketing, per attività e strumenti come consulenza strategica, mar-tech, digitalizzazione, ricerche di mercato?"

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