Media spending in an uncertain environment

Michael J. McDermott

Facing shrinking budgets and C-suite demands to demonstrate ROI for all expenditure, marketers now face a curveball the likes of which they have never seen before: dealing with the marketing impact of COVID-19 and radical changes in consumer behaviour.

Clipped by shrinking budgets and C-suite demands to demonstrate ROI for all their expenditures, marketers now face a curveball the likes of which they have never seen before: dealing with the marketing impact of COVID-19 and radical changes in consumer behavior. There will be winners and losers when the dust settles, and the media-spending decisions that marketers make now will have implications well into the future.

The coronavirus and the subsequent economic fallout are causing major disruptions in media spending plans, according to a recent report by eMarketer.

Nearly half of the 200 marketers responding to the survey...

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