WARC DATA-COVID-19对全球广告投资的影响报告（英文）

WARC DATA© Copyright WARC 2020. All rightsreserved.WARC DATAThe Global OutlookWe will feel this for a generationJames McDonald Head of Data Content, WARCIndustry viewsForecasts on quicksandDr. Daniel Knapp Chief Economist, IAB EuropeOnline advertising results much better than feared in Q1 Michael Levine Senior Analyst – Internet & Media, Pivotal ResearchCustomers turn to digital retail during pandemicPatrick Miller Co-founder, Flywheel DigitalThe “New Normal” is not as different as you might expectJason Mander Chief Research Officer, GlobalWebIndexRecord political spending to stymie US declineVincent LetangEVP, Global Market IntelligenceMAGNA GlobalEvery brand should be looking for opportunities to grow during this recessionBrian Wieser Global President, Business Intelligence, WPPRegional and local forecastsAsiaAustralia, China, India, JapanEuropeFrance, Germany, Italy, Russia, UKNorth AmericaCanada, USLatin AmericaBrazilMiddle East AfricaLatest COVID-19 dataWARC DATA Global Ad Trends, May 20201. Advertising investment is set to fall 8.1% – $49.6bn –worldwide this year. This compares to a pre-outbreak forecast of +7.1%, equating to an absolute downgrade of $96.4bn.2. This year’s downturn will be softer than in 2009, when the ad market fell by 12.7% ($60.5bn). This is for a number of reasons, including the US presidential elections this year, stronger-than-expected first quarter results, and a more established online sector –particularly within e-commerce.3. Almost all product sectors will record a decline in ad investment this year. The most severe falls will be recorded among travel & tourism (-31.2%), leisure & entertainment (-28.7%), financial services (-18.2%), retail (-15.2%) and automotive (-11.4%).4. Traditional media will fare far worse than online. Investment is set to fall by 16.3% – $51.4bn –this year, with declines recorded across cinema (-31.6%), OOH (-21.7%), print (-20.1%), radio (-16.2%) and TV (-13.8%).5. Internet advertising is set to record mild growth this year (+0.6%) at a global level, though a number of key markets will witness a fall. Social media (+9.8%), online video (+5.0%) and search (+0.9%) are all still expected to grow, though online classified –particularly recruitment – is set to fall (-10.3%). 6. A recovery is forecast for 2021, at +4.9%. This will still leave the value of global ad trade $21.9bn lower than its 2019 peak. Ad investment would need to rise 3.7% in 2022 to complete the recovery fully.WARC DATA© Copyright WARC 2020. All rightsreserved.WARC DATAHead of Data ContentWARCWith this body of research we aim to give practitioners a steer on the possible outcome for ad investment this year and next based on the market data we have seen to date.We have received media spend data from our partners in 96 markets worldwide, scrutinised earnings releases from key media owners during the first three months of 2020, and have assessed investment data at a product vertical level from Nielsen Ad Intel. We have also fact