The crisis of COVID-19, the disease caused by the SARS-CoV-2 coronavirus, also affected digital advertising investment. However, this impact varies based on the sector in which the advertiser's activities are involved. According to a survey conducted between March 23 and 29, the most negatively affected sectors were those involved in healthcare and pharmaceutical activities, with a decrease of 71 percent; as well as travel or tourism with a negative impact of almost 60 percent.
Weekly percentage change in the digital advertising investment due to the coronavirus crisis in Spain as of March 29th, 2020, by sector
Characteristic
N/A
Increase
Same
Decrease
Health/pharmaceutical
29%
-
-
71%
Travel
29%
14%
-
57%
Automotive
43%
-
14%
43%
Insurance
28%
-
29%
43%
Betting and gambling
29%
14%
14%
43%
Category killer
14%
14%
29%
43%
Institutions
28%
29%
-
43%
Energy
57%
-
14%
29%
Beauty and hygiene
28%
14%
29%
29%
Telecommunications
43%
-
57%
-
Audiovisual production
86%
14%
-
-
Technology
57%
14%
29%
-
Banking
13%
29%
29%
29%
Created with Highcharts 7.2.2Share of responses29%29%29%29%43%43%28%28%29%29%14%14%28%28%57%57%28%28%43%43%86%86%57%57%13%13%13%13%58%58%14%14%14%14%14%14%29%29%14%14%14%14%14%14%29%29%29%29%14%14%14%14%29%29%14%14%29%29%14%14%29%29%57%57%29%29%29%29%29%29%14%14%71%71%57%57%43%43%43%43%43%43%43%43%43%43%29%29%29%29%29%29%29%29%14%14%N/AIncreaseSameDecreaseHealth/pharmaceuticalTravelAutomotiveInsuranceBetting andgamblingCategorykillerInstitutionsEnergyBeauty andhygieneTelecommunicationsAudiovisualproductionTechnologyBankingFood anddrinksOthers
0%25%50%75%100%125%
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IAB Spain. (April 3, 2020). Weekly percentage change in the digital advertising investment due to the coronavirus crisis in Spain as of March 29th, 2020, by sector [Graph]. In Statista. Retrieved February 22, 2025, from https://www.statista.com/statistics/1110857/covid-19-impact-in-the-investment-advertising-digital-by-sector-spain-2020/
IAB Spain. "Weekly percentage change in the digital advertising investment due to the coronavirus crisis in Spain as of March 29th, 2020, by sector." Chart. April 3, 2020. Statista. Accessed February 22, 2025. https://www.statista.com/statistics/1110857/covid-19-impact-in-the-investment-advertising-digital-by-sector-spain-2020/
IAB Spain. (2020). Weekly percentage change in the digital advertising investment due to the coronavirus crisis in Spain as of March 29th, 2020, by sector. Statista. Statista Inc.. Accessed: February 22, 2025. https://www.statista.com/statistics/1110857/covid-19-impact-in-the-investment-advertising-digital-by-sector-spain-2020/
IAB Spain. "Weekly Percentage Change in The Digital Advertising Investment Due to The Coronavirus Crisis in Spain as of March 29th, 2020, by Sector." Statista, Statista Inc., 3 Apr 2020, https://www.statista.com/statistics/1110857/covid-19-impact-in-the-investment-advertising-digital-by-sector-spain-2020/
IAB Spain, Weekly percentage change in the digital advertising investment due to the coronavirus crisis in Spain as of March 29th, 2020, by sector Statista, https://www.statista.com/statistics/1110857/covid-19-impact-in-the-investment-advertising-digital-by-sector-spain-2020/ (last visited February 22, 2025)
Weekly percentage change in the digital advertising investment due to the coronavirus crisis in Spain as of March 29th, 2020, by sector [Graph], IAB Spain, April 3, 2020. [Online]. Available: https://www.statista.com/statistics/1110857/covid-19-impact-in-the-investment-advertising-digital-by-sector-spain-2020/
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