Measures taken by advertising industry due to coronavirus in Spain 2020

Main measures that the advertising industry in Spain took to curb investment impact of coronavirus in Spain as of March 25th, 2020

CharacteristicShare of respondents
Lower media investment 25.7%
Maintain or reinforce social media presence 16.9%
Relocate investment to digital channels 16%
Lower or delay agency fees 15.3%
Divert investment to reinforce e-commerce 9.1%
Lower out-of-home advertising investment 8.5%
Maintain or reinforce media investment 4.2%
Relocate investment to TV 2.3%
Relocate investment to radio 1.6%
Investment mostly relocated to digital channels 0.3%
Created with Highcharts 7.2.2Share of respondents25.7%25.7%16.9%16.9%16%16%15.3%15.3%9.1%9.1%8.5%8.5%4.2%4.2%2.3%2.3%1.6%1.6%0.3%0.3%Lower media investmentMaintain or reinforce social media presenceRelocate investment to digital channelsLower or delay agency feesDivert investment to reinforce e-commerceLower out-of-home advertising investmentMaintain or reinforce media investmentRelocate investment to TVRelocate investment to radioInvestment mostly relocated to digital channels
0%2%4%6%8%10%12%14%16%18%20%22%24%26%28%30%
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Release date

March 2020

Region

Spain

Survey time period

March 23 to 25, 2020

Number of respondents

120 respondents

Special properties

communications and marketing managers and professionals

Method of interview

Online survey

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