The impact of COVID-19 on media strategy

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.

Why it matters

The situation for many brands is complex: consumer buying habits for many categories are dramatically changing, production and retail supply chains are in flux, meaning that agile media planning, scheduling and content selection is essential in this new environment.

Takeaways

  • There will be some short-term relief to TV inflation which has impacted advertisers over the last 24 months, and brands will see offers to carry short term investment from sales houses.
  • Digital buying is primarily done programmatically, and run by lean teams with tight deadlines, so any resourcing issues due to sickness could impact advertising opportunities.
  • The...

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Insights Team
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