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Global Ad Spending To Shrink 9% In 2020, But Digital Bouncing Back: Study

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deadline.com
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Dade Hayes Finance EditorAdvertising spending is due to decline 9.1% in 2020 due to COVID-19, according to a new forecast by media agency Zenith.That would be a slightly less severe downturn than the 9.5% drop experienced during the 2009 global recession, the company noted.

In 2021, with the Summer Olympics in Tokyo and the UEFA Euro football championships both scheduled to be held after postponements this year, the global ad business will see an upturn of 5.8%, Zenith said.Regionally, the U.S.

is benefiting from political spending ahead of the November elections, with the decline projected at 7% in 2020. Western Europe, by contrast, is on track for a 15% drop, with Latin America falling 13% and the Middle East and North Africa region.

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