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The Numerator Advertising Index

Numerator is now publishing a weekly Advertising Index to provide needed visibility to shifts that are occurring in media spend driven by the Coronavirus.

The Numerator Advertising Index leverages Numerator Ad Intel’s fast, complete and granular data to track media spend versus a year ago across media types and categories. This provides visibility into how categories are changing their overall spend and shifting their advertising dollars across media types with the spread of the Coronavirus and ensuing changes in consumer behavior. This report will be available during the duration of the outbreak only.

Radio and Online Display Ad Spend Rise in Week 47

  • TV ad spend decreased compared to this time last year, with less ad spend from advertisers like Amazon, Wal-mart and Ford.
  • Online Display ad spend was led by category groups from Retail, Consumer P&C, Department Stores and Wireless Communications
coronavirus advertising index

The Auto Retail & Events category continues to lead in overall ad spend

  • Tis’ the season for online ads, Retail shifts ad spend to Online Video on the week of Black Friday & Cyber Weekend. Online Video ad spend is led by Amazon which accounted for 63% of the categories ad spend
  • With Black Friday coming up, department Stores ad spend is up from the previous week due to increases in ad spend by Wal-Mart, Macy’s, Target and Kohls
coronavirus advertising index

Internet Related Services over-index in most media types but particularly in Mobile

  • The Covid-19 pandemic drove a high demand for All Purpose Cleaners. The Online Video ad spend for All Purpose Cleaners was led by Mr. Clean which accounted for 51% of the categories ad spend
  • The rise in TV ad spend for Household Needs: Bedding & Bath was led by MyPillow, Select Comfort, Casper Sleep and Blinds to go
coronavirus advertising index

While Cosmetics & Beauty Aids advertising is down YOY, their TV ad spend is the same compared to this time last year

  • TV advertising in the Cosmetics & Beauty Aids category was led by L’Oreal Paris, Revlon, Luminess Air and Sephora
  • While Airlines is down in total ad spend YoY, we see an uptick in TV advertising that was led by Hawaiian Airlines, Qatar Airways and Allegiant Air
coronavirus advertising index

RX: Vaccines over-index across all media types

  • Department Stores also over-index across all media types particularly in Mobile ad spend that was led by Wal-Mart which accounted for 42% of the categories ad spend
  • Consumer Electronics doubled ad spend in Mobile advertising that was led by Samsung, Garmin, GreatCall and Sony
coronavirus advertising index

Department Stores leads COVID-19 themed ad spend in Week 47

  • Top categories with Covid-19 themed ads are Department Stores, Retail, Fast Food (QSR) and Auto Retail & Events
  • Ad spend dedicated to Covid-19 themed messaging increased for brands like Kohl’s, JC Penny and Macy’s
coronavirus advertising index
coronavirus impact on advertising

The Impact of Coronavirus (COVID-19) on Advertising Strategy

We’ve been tracking changes in print and online promotions and adjustments made in advertisers’ media spend and messaging. 

Get weekly updates into how brands are shifting their advertising spend in response to the Coronavirus

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NUM-WR-2020 Coronavirus Updates