Global advertising expenditure is set to fall in 2020 as the media industry confronts the coronavirus pandemic, but the overall drop will be smaller than expected, analysts predict.
Zenith's Advertising Expenditure Forecasts report, released on Sunday, estimates the global ad spend will shrink by 7.5 percent in 2020 to $587 billion, down from an earlier 9.1 percent drop predicted in July 2020.
And Magna's latest advertising forecasts projects total global advertising revenues for linear and digital for 2020 will fall by $25 million, or 4.2 percent, to down to $569 billion, a smaller decline than a 7.2 percent fall predicted in June 2020.