SENAL.TV LLC ∙ 990 BISCAYNE BLVD, SUITE 501, FL, 33132, USA ∙ DISTRIBUCIÓN GRATUITA
THE 2020 ADVERTISING SHIFT
WEEK #40 ∙ SEPTEMBER 2020
SPONSORED BY
THE 2020 ADVERTISING SHIFT #WEEK 40 ∙ SEPTEMBER 2020
STATE OF THE ADVERTISING INDUSTRY 2020 GLOBAL SPEND US$ billions TV
159.9
Out of home
31.5
Newspapers
31.4
Radio
-5.2
26.4
Magazines
12.6
Cinema
The ad industry will take a $49.6bn hit from COVID-19 this year, but the impact is not being felt equally across the media landscape. Brands are set to spend a combined $59bn on e-commerce advertising during 2020.
-32.6
-12.0
-6.4
-2.6
2.2 -1.3
Online display
152.1
Search
-18.2
126.0
Social media
-14.1
96.0
Online video
50.3
e-commerce
-6.4
-13.5
58.5
+1.1
Online
298.9
Offline
-36.5
264.0
0
50
100
-60.2
150
200
250
300
350
Source: WARC Data
2020-2021 ADVERTISING SPENDING FORECAST 2019
2020 5.4%
2021
7.0%
6.1%
ADVERTISING BUYER CONFIDENCE IN BUDGET STABILITY Very Unsure
7.2%
5.9% 4.8%
4.0%
Confident
Very Confident 2H 2020 Confidence in Budget: 49%
2020
14%
2021
12%
37%
38%
46%
29%
11%
12%
2021 Confidence in Budget: 41%
-4.4%
Source: IAB -6.8%
-7.2%
Worlwide
Unsure
5.7%
North America
Emerging Markets
-7.4%
Developed Markets
Latin America will have the worst regional performance for ad spending overall this year, declining 10.0% collectively. Although oddly, it will also have the best performance for digital ad spending growth at 5.0%.
Source: IPG Mediabrands’ Magna.
PREFERRED CHANNEL TO CONSUME ADS BY COUNTRY US
57%
Social Media
UK
47%
Television
Television
33%
News Websites/Apps
SPAIN
58%
GERMANY
FRANCES
TOP 10 COUTRIES FOR DIGITAL AD SPENDING GROWTH % growth change
47%
Television
11.2%
1. COLOMBIA
Source: DoubleVerify
5.9%
2. CHILE
5.2%
3. BRAZIL
CHANNELS ON WHICH CONSUMERS ARE MOST RECEPTIVE TO ADS 42%
SOCIAL MEDIA
36%
NEWS WEBSITES / APPS VIDEO / MOBILE GAMES STREAMING MUSIC Source: DoubleVerify
4. CHINA*
22% 21%
4.4%
5. ARGENTINA
47%
TV
5.0%
6. MEXICO
4.1%
7. MALAYSIA
3.0%
8. SWEDEN
2.6%
9. FINLAND
2.5%
10. RUSSIA
2.5%
Source: eMarketer, June 2020