Italy: coronavirus impact on marketing investments 2020

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About 30.7 percent of Italian professionals working in the advertising industry estimated the marketing spending to decrease by more than 30 percent over the first semester of 2020, a survey revealed. The marketing activities included consultancy, use of marketing digital technologies, and market research. According to another 30.7 percent, the lockdown imposed by the coronavirus (COVID-19) will result in a decrease between 20 and 30 percent of the spending in advertising.

What impact will the emergency of coronavirus (COVID-19) have on marketing investments in the 1st half of 2020?

Characteristic	Share of respondents
Up to -5%	9.2%
-10 to -20%	26.1%
-20 to -30%	30.7%
More than -30%	30.7%
No impact	3.4%

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Release date

April 2020

More information

Region

Italy

Survey time period

March 24-31, 2020

Number of respondents

260 respondents

Special properties

professionals in the advertising industry

Supplementary notes

This question was phrased by the source as follows: "Che tipo di impatto avrà l'emergenza sugli investimenti complessivi di marketing, per attività e strumenti come consulenza strategica, mar-tech, digitalizzazione, ricerche di mercato?"

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