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2020 Advertising Forecast, US (COVID-19 Update)

ForecastView US Advertising Forecast, 2020 To 2025 (COVID-19 Update) Models The Impact Of COVID-19 On Key Advertising Channels

July 23, 2020

Why Read This Report

In the Forrester report "The 2020 COVID-19 Crisis Will Stun US Marketing," we forecast the impact of COVID-19 on the four primary components of the CMO's budget — advertising, services, technology, and headcount. This follow-on report builds on that analysis with a deeper dive into paid media advertising and the trends driving spend in eight advertising channels. The enhanced forecast now includes advertising estimates through 2025, as well as a breakout of the advertising spend on mobile devices and computers for each of the four digital advertising channels.

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Table of Contents

  • Advertising Spend Will Drop Sharply But Recover Quickly
  • Digital Will Fare Better Than Offline Advertising
  • Spend Trajectories Will Vary Within Digital And Offline Advertising
  • Supplemental Material
  • Related Research Documents

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