Global Ad Outlook Revised Downward By Billions: Attributed To COVID-19, China


The global ad-spending outlook has been revised downward by billions of dollars each year through 2023, according to a new report from eMarketer, which also issues its first estimate for worldwide ad spending in 2024.

The global revision follows one that eMarketer issued for China late last week, and much of this year's correction is attributable mostly to China.

"Our downward revision is primarily due to one country: China, the epicenter of the COVID-19 outbreak," the eMarketer update states, adding: "The first case was discovered there in late December 2019, so we have had more time to track the virus’s impact on the country’s ad market."

2 comments about "Global Ad Outlook Revised Downward By Billions: Attributed To COVID-19, China".
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  1. Ed Papazian from Media Dynamics Inc, March 20, 2020 at 10:14 a.m.

    It's so easy to make such predictions when nobody really knows what will happen or when. It might be interesting to go back to 2009 and see how the same source's future ad spending predictions through 2014 panned out versus what actually happened.

  2. Joe Mandese from MediaPost, March 20, 2020 at 10:36 a.m.

    @Ed Papazian: Excellent idea. We have the data on what actually happened. Let me see if I can round up some coverage of predictions and see what it shows. Stay tuned.

    https://www.mediapost.com/publications/article/348713/kantar-analysis-indicates-2020-ad-recession-likely.html

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