Having overtaken China as the epicenter for the coronavirus pandemic, Italy will serve as the canary in the coal mine for how other western media and advertising markets may fare as the crisis escalates worldwide.
March 25, 2020

As Italy enters into its fourth week of lockdown, consumption of TV, social media and gaming have all spiked while ad spending is trending downward. One agency executive said they expect ad spending in Italy to take a 10% to 15% hit for the year. Read more below.

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Coronavirus Fallout
Having overtaken China as the epicenter for the coronavirus pandemic, Italy will serve as the canary in the coal mine for how other western media and advertising markets may fare as the crisis escalates worldwide.
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The impacts of the coronavirus outbreak are still just beginning to be felt on the economy. In media, the global pandemic has meant a forecasted drop in ad revenue and event revenue for publishers. About 88% of them say they will miss their forecasts for the year.
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Coronavirus Fallout
Some advertisers are panicking amid the coronavirus crisis, others are doing the opposite and have hunkered down to double-down on marketing.
The coronavirus pandemic brings uncertainty to the advertising business as much as anywhere else, but GroupM's Brian Wieser sees it as a chance for multinational companies to step up and earn goodwill with smart initiatives. "Every brand should be trying to figure out how they could be helpful," he said on the Digiday Podcast.
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