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Reduced media budgets worldwide due to coronavirus in 2020 , by region

According to an online survey conducted in April 2020, consulting senior marketers of 38 companies across a variety of industries, companies expected downsizing their media budgets due to coronavirus outbreak. Comparing the first half of 2020 to the full year as well as global regions, the survey showed that in all regions, the media budgets were believed to experience down scaling. During the first half of the year, all regions saw the average media budget shrink by around 36 percent, with the LATAM region having the highest reduction, namely by 46 percent, and with Asia-Pacific experiencing the lowest decline by 37 percent. The full year estimation still shows an overall downsizing trend but less so than the first half of 2020. For the whole year, all regions see a downsizing of the average media budget by around 24 to 31 percent, with Europe and LATAM seeing a sharp decline of 31 percent and with U.S./Canada and MENA experiencing a less sharp decline of 24 percent.

Decreased average media budgets due to coronavirus during 1st half and full year of 2020, by region

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Release date

May 2020



Survey time period

April 22 to 28, 2020

Number of respondents

38 companies

Special properties

among senior marketers from 38 companies representing 17 industries sectors; members of the source association

Supplementary notes

Data shows approximate weighted average estimates against sample.
Questions: looking at your first half (Q1&2) 2020 media budgets, how do you think these will be impacted?; Looking at your overall (full year) 2020 media and marketing budgets, how do you think these will be impacted?

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Statistics on "Coronavirus: impact on the advertising and marketing industry worldwide"

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