AP-冠状病毒对广告的影响（英文）-2020.4.pdf

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1、CoronavirusEffectonAdvertisingReportHaveConfidenceinEveryAnewseriesofstudiesbasedontheeffectoftheBusinessDecisionYouMakeCoronavirusonadspendingTODAY’SHOSTSJustinFrommSarahBoltonLaurenFisherEVPBusinessIntelligenceEVPBusinessIntelligenceVPBusinessIntelligenceCor

2、onavirusEffectOnAdvertisingReport2WhatWordorWordsCometoMindWhenYouThinkAbouttheCoronavirusEffectonAdvertisingCoronavirusAsItAffectsYourPERSONALLife?ReportQ4a.Thinkingaboutyourpersonallife,whenyouhearthewordsCovid-19orCoronavirus,whataretheoneortwowordsthatimme

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4、etamongmediatypes48%Stoppedorpulledacampaignmid-flight45%89%89%Pausedallnewadvertisingeffortsuntillaterintheyear38%Cancelledacampaigncompletely(pre-launch)34%CoronavirushasimpactedadvertisingeffortsQ12.InwhichofthefollowingwayshastheCoronavirus(Covid-19)outbre

5、akimpactedyourrecentorongoingCoronavirusEffectOnAdvertisingReport4advertisingefforts?Base:TotalRespondentsWhileadvertisersexpectthelargestimpacttobeconcentratedinQ2,Coronavirus68%expectCovid-19toresultinreducedadspendinto2021EffectonAdvertisingReportImpactofDe

6、creasedAdSpendbyQuarterin202011%28%34%32%69%MajorImpact31%46%ModerateImpact38%MinorImpact22%NoImpact26%23%19%13%3%2%3%Q12020Q22020Q32020Q42020Q19.Thinkingaboutyour2020decreaseinadspendingasaresultoftheCoronavirus(Covid-19)outbreak,whichquartersdoyouanticipatew

7、illbeimpacted5most?Base:DecreasingAdSpendinginlightofCoronavirusQuick-to-activatedigitaladchannelsandlinearTVarehitthehardest.CoronavirusEffectonAdvertisingReportTypesofMediaPaused,CancelledTypesofMediaRetainingBudgets,orPulledBudgetFromorReceivingBeneficiarie

8、sDisplay47%13%Socialmedia(paid)45%19%DigitalVideo43%14%LinearTV(Broadcast)41%7%LinearTV(Cable)34%7%Search(paid)24%24%Q13a.Youmentionedpausing/cancellingacampaignorshifting/adjustin