The coronavirus pandemic has consequences for most sectors of activity. In particular, it is having an impact on the field of advertising. In fact, the advertising sector is one of the areas that has been affected first by this pandemic.

Coronavirus and advertising investments

The coronavirus is having an undeniable effect on advertising investments. Advertising investments have stopped because of the considerably reduced costs. For the month of April 2020, most advertisers like Coca-Cola have reduced their advertising investments. However, this pandemic has also brought some good news for the advertising industry. Indeed, during this period, some advertisers saw it as an ideal opportunity to increase their advertising investments. This applies especially to official advertising, i.e. advertising from the authorities.

Postponement of campaigns

Many advertisers have postponed their campaigns because of the coronavirus pandemic. Obviously, this disrupts the commitments that have been made to the media in advance. As a result, the basic contracts will also have to be reviewed. These various disruptions caused by the coronavirus will have a negative impact on agencies' revenues.

Coronavirus and the decline in agency revenues

The coronavirus pandemic has led to a halt in advertising investment. And of course, this stoppage leads to a drop in the agencies' revenues. It all comes down to the month of April 2020. A drop of -54 to -91% has been noted. Obviously, these figures vary from agency to agency.

Adapting the content of advertisements

The advertising sector is affected by the coronavirus that is sweeping the world. The content of the advertisements had to be adapted to this situation. These are advertisements that show appreciation for employees and customers. Given the context of the pandemic, the advertisements are more oriented towards gratitude to health care workers and concern for the health of employees and customers. The advertisements thus adapt to the reality of this global health crisis.

Medium-term effects of the coronavirus on the advertising sector

The coronavirus pandemic has led various countries to take the measure of containment. So agencies can hope to capture the attention of the population. With containment, there is no doubt that communication will be better. From the coronavirus pandemic onwards, there could be more meaning in advertising messages. In a context of local consumption, advertisers will make an effort to communicate appropriately to consumers. In this way, these advertisers will be able to secure their market share.

In conclusion, the coronavirus pandemic was the reason for the halt in advertising investments. Some campaigns even had to be carried out at a later date. As of this pandemic, advertisers will have to make an effort to give more meaning to advertising messages for good communication with consumers.

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