The advertising market is starting to crack. After the first fortnight of March relatively stable compared to the same period last year, all the media picked up from March 16, the first effective day of strict confinement, according to the first figures collected by Kantar. The media then recorded cancellation rates ranging from 30% to 80%, the latter have already translated - and could continue to translate - into a sharp drop in advertising pressure.
Read also: Coronavirus: advertising activity hit hard
On television (national channels), the advertising time for conventional screens fell by 10% in the first three weeks of March. But from March 16 onwards, there was a 35% drop in this duration throughout the period. Primarily affected by the cessation of their activity, advertisers in the tourism and catering sector contributed 50%, and the food retailers and mass consumption brands for 25%. Kantar details that the small screen has already lost
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