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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.

Ad Spend dipped week-over-week and was down significantly compared to this time last year

  • There were 50% less breaking creatives compared to this week last year
  • Radio was the lone media type to spend more compared to this week last year and was led in ad spend by Comcast, Geico, Home Depot, and Macy’s
coronavirus advertising index

Subscription Video Service doubles its ad spend from this time last year for the second straight week

  • Disney+ fueled the growth in this category with its increased advertising promoting the release of Hamilton on its streaming platform
  • The Department Stores category reenter the top-10 for the first time since the week ending May 24th and was led in ad spend by Macy’s, Target, and Wal-Mart
coronavirus advertising index

Several new categories appearing on the most growth chart including Cereal, Education, Advisory, and Medical Supplies & Equipment

  • Kellog’s accounted for 50% of the ad spend in the Food: Cereals category
  • The increase in Education advertising was led by online universities such as Western Governors University, Southern New Hampshire University, and Capella University
coronavirus advertising index

Brands in the Cruise Lines and Amusement Park Categories are beginning to advertise again

  • The Cruise Lines Category was led in ad spend by Silversea Cruises, Norwegian Cruises, and Hornblower Cruises & Events
  • Universal Studios continues to lead the Amusement Parks category in ad spend. With the NBA’s planned restart just two weeks away and taking place at Disney World, increased ad spend in the Amusement Parks category and Sports Leagues and Teams could be on the horizon
coronavirus advertising index

Several RX categories show high week-to-week ad spend growth

  • The growth in the RX: Bacterial & Viral Infections category was due to a sudden, and large increase in ad spend from brands like Descovy and Mavyret
  • Multiple plant-based burger companies such as Morningstar Farms and Lightlife increased their ad spend to coincide with the 4th of July weekend
coronavirus advertising index

COVID-19 themed ad spending experiences it’s biggest drop in week-to-week ad spend

  • After leading in COVID-19 related ad spend the previous two-weeks, Amazon has apparently switched gears and dropped nearly all COVID-19 related advertisements
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