recession

TV/Streaming Viewing Soars

  • Posted: April 3, 2020

For most industries, the lockdowns and social-distancing measures imposed by governments around the world to contain the covid-19 pandemic will be crippling. For video-streaming services, however, they could be a godsend. Citizens face what could be months of isolation at home, ideal conditions for binge-watching.
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The Duality: Advertising in a Pandemic-driven Recession (Summary)

The Duality: Advertising in a Pandemic-driven Recession (Summary)

The current situation is unprecedented. Advertisers are scrambling to figure out how best to advertise in the context of a pandemic and a recession, what ARF CRO Paul Donato is calling: The Duality. While no research exists examining advertising in the context of both of these things, solid research, and ARF original research, examines advertising during a recession, when brands “go dark” and advertising adjacent to upsetting news. Editor’s Note: The full report is available to members only.

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How is the Coronavirus Impacting the Global Advertising Industry?

How is the Coronavirus Impacting the Global Advertising Industry?

  • ARF VIRTUAL TOWN HALL SERIES

The ARF’s second Virtual Town Hall, How is the Coronavirus Impacting the Global Advertising Industry?, focused on the recent coronavirus outbreak and how to best plan and recover from a recession market. Huge parts of the U.S. economy have shut down. From restaurants to gyms to hotel chains, workers are being hit hard as layoffs snowball daily. The advertising industry is feeling the shock as advertising budgets dry up due to postponed launches and canceled sporting, entertainment and business events. Editor’s Note: The full summary is available to members only.

Coronavirus (Event Summary)

Coronavirus (Event Summary)

  • ARF VIRTUAL TOWN HALL SERIES

The market research industry, along with everyone around the globe, is trying to come to terms with the Coronavirus (COVID-19), a fast-breaking and scary event. In response to the ever-evolving situation, the ARF presented an industry-wide Virtual Town Hall on March 17. ARF President & CEO Scott McDonald, along with Rex Briggs of Marketing Evolution, Jerome Shimizu of ABCS Insights, and Rick Bruner of Central Control, Inc. and Research Wonks presented the latest facts, forecasts and implications on a global scale. Editor’s Note: The full summary is available to member’s only.

KaH: Should You Cut Your Advertising Budget in a Recession?

  • Posted: March 27, 2020

The coronavirus is wreaking havoc on the American and world economy. Forecasters are predicting a global recession. The stock market has whipsawed, adding to the economic jitters many are experiencing. In such trying times, brands suffer from declining sales revenue and cash shortages. Often, they consider slashing their advertising budgets as a result. But is such a move wise?

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Should Brands Slash Their Advertising Budget During a Recession?

Should Brands Slash Their Advertising Budget During a Recession?

  • KNOWLEDGE AT HAND and CMO BRIEF

With COVID-19 threatening a worldwide recession, many brands may be considering slashing their advertising budgets. A historical analysis of studies on advertising in recessions in the Journal of Advertising Research would have brands shy away from this move. The 2009 article, still relevant today, found that advertising is important during an economic contraction, and good advertising could reap a brand many benefits that may last beyond the economic downturn.

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