Many are the sectors that are suffering the impact in advertising terms of the coronavirus crisis. Many companies have frozen, reduced or redirected their advertising investment, which has caused the media to have already issued alerts about their precarious situation.For example, television is currently experiencing its audience peaks, but at the same time it is seeing advertising investment plummet. You just have to turn on the TV at any given time to see that the advertising breaks are shorter or less recurrent and that the weight of the self-promotions during them is quite high.And if the media has serious problems, things are much more complicated for outdoor advertising. After all, in many countries there can be no traffic on the streets. Confinement protocols reduce citizens’ exits abroad to a minimum. You can only go out to do basic and basic tasks.

And if they only go out to the supermarket and buy bread, they will not stop to look at advertisements UAE Mobile Number Database on marquees and mopus.As they point out in an analysis by the Financial Times , if outdoor advertising was experiencing a moment of resurgence, it is no longer doing so. It is one of the advertising sectors that is suffering the hardest hit, something that the industry already saw weeks ago.At the beginning of March, when few imagined what was coming to Europe, the CEO of one of the large outdoor advertising groups was already speaking, as they recall in the FT , of a “hysterical” reaction to the crisis. In the presentation of results of his company in those days, they already announced that they changed their earnings forecasts and that they could review them again and cut dividends.Without concrete forecasts, but expectations brutalA few weeks later, the amounts affected are already brutal.

Analysts explain to the business newspaper that the general pause button has been pressed in the outdoor advertising sector and that investment in advertising is being cut. They are eliminating part of those 40,000 million dollars that they planned to spend in 2020 on outdoor ads.There are no concrete figures yet of the impact that the situation is having on outdoor advertising, although the next financial results of the giants of that market will tell. JCDecaux has already announced containment measures and has removed its latest economic forecast (in early March it announced that it expected a -10% impact on its turnover figures). Its CEO has assured that he foresees that the situation will be “worse” than the 2008 crisis.

Another indicator of the situation may be the share prices of these companies: Clear Channel, another of the outdoor advertising giants, has lost in a month 75% of the price of its shares on the stock market.In addition, analysts point out that a fifth of advertising investment is normally generated by sectors whose activity is heavily damaged by the corona virus crisis, such as travel. If to this is added that for many of these companies their hot spots are spaces such as airports (practically closed) and public transport spaces (little recommended), the impact is much better understood.

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