Digital Emerges Stronger with Higher Share
The global COVID pandemic has delivered the largest decline in ad spend yet seen in key advertising markets, with national ad spend in the Anglo Markets decreasing by 8% in 2020. However, our data also shows that while the decline in ad spend has been at a record level, the market recovery is well underway with these markets reporting combined growth of +5% in the final quarter.
While the initial shock of the pandemic triggered a devastating 32% decline in second quarter ad spend, since then the market has been steadily recovering. We saw the bottom of global advertising demand in Q2, after that the markets adjusted to a new `Covid normal’ the level of demand has begun to return with the total down just -6% for Q3 and then returning to strong growth of +5% in Q4.
And that final quarter advertising demand was also widespread, with the US market +6%, the AU market +5%, the UK market +3% and NZ +5% with only Canada reporting further market weakness (-6%).
Looking at full year, each country has reported large declines, with the US market being the only one to report a single digit fall (-7%) as all other markets reported double digit declines.