COVID-19 Impact: Advertising and Marketing

COVID-19 Impact: Advertising and Marketing

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eMarketer senior analyst Jasmine Enberg analyzes the impact of the coronavirus pandemic on eMarketer's worldwide ad spending forecast. She considers supply chain disruptions, the effect of social distancing and the likelihood of a global recession or economic rebound.

Analyst Note: The forecast on which this video is based was completed on March 6, 2020. At this time, we are not making any other major adjustments to our worldwide ad spending forecasts because of the COVID-19 outbreak. Our forecasts are for the full year, and there is still a strong possibility that the virus could be contained in the coming months, allowing for a rebound in H2 2020. In most countries we forecast, the bulk of ad spending takes place in the latter part of the year for the holiday season. We will continue to monitor the situation and revise our numbers on a semiannual basis as we get a better understanding of how debilitating the impact will be on the global economy in the long term.

eMarketer and Business Insider Intelligence have joined forces to become the leading research company focused on digital transformation. This video series leverages research and analysis from both eMarketer and Business Insider Intelligence.

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