IPA Bellwether Report – 2020 Q421 Jan 2021 13:05
UK marketing budgets continue to fall sharply at the end of 2020
Key points:
? Total marketing budgets continue to decline
markedly, despite the rate of reduction easing
from Q3
? Coronavirus pandemic remains the most
significant factor weighing on marketing budgets
? Sentiment regarding own-company financial
prospects turns positive, but industry-wide
outlook remains negative
? Preliminary forecasts for 2021/2022 point to a
recovery in total adspending
With the Brexit transition period drawing to a close and the coronavirus disease 2019 (COVID-19)
outbreak continuing to wreak havoc across the global economy, UK marketing executives saw another sharp decline in advertising budgets during the final quarter of 2020. That said, the rate of reduction eased to the softest since before the escalation of the pandemic in the spring.
A net balance of -24.0% of Bellwether panellists
recorded a contraction in marketing budgets during the latest survey period. Overall, only 16.4% of firms noted an increase in available funds, which was heavily outweighed by the 40.4% that experienced a decline. Although marked overall, the latest reduction in budgets was much weaker than those recorded in both the second (net balance of -50.7%) and third quarters (net balance of -41.0%), when the economic impact of COVID-19 was most severe.