Italy: coronavirus impact on companies investments 2020

The outbreak of coronavirus (COVID-19) changed the agenda of many Italian companies in 2020. The results of a survey conducted in March 2020 revealed that 49 percent of companies will cut off their advertising and media spending, while 45 percent of them will reduce the investments in marketing activities. Business development was the third-most hit category of investments affected by a significant decline: 39 percent of Italian businesses is planning to reduce spending on that area.
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Share of Italian companies willing to reduce their investments due to coronavirus (COVID-19) in 2020, by type of investment

Characteristic	Share of companies
Advertising and media spending	49%
Marketing activities	45%
Business development	39%
Launch of new services and products	33%
Research & development	26%

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Release date

March 2020

More information

Region

Italy

Survey time period

March 9-16, 2020

Number of respondents

301 respondents

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

The panel was structured as follows: Size: 48% SMEs and 52% medium and large companies.
Geographical area: 54% in Lombardy, 22% rest of northern Italy, 22% of central Italy, 2% of southern Italy and islands.
Area of activity: 35% Italian companies only, 28% Italian companies with offices abroad, 37% foreign multinationals operating in Italy.
Market: 35% B2C companies, 39% B2B and 26% B2B+B2C.
Sector: 20% companies active in consulting / business services, 20% in finance / utilities / TLC; 18% in consumer goods / retail, 16% in pharmaceuticals; 11% in media / entertainment; 7% industry; 8% other.

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