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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.

Online Video and Radio ad spend over-index in Week 52

  • Online Video ad spend was led by Consumer P&C, Retail, Wireless Communications and General Insurance category groups.
  • Mobile ad spend increased in Week 52, which was led by Facebook which accounted for 27% of the category’s ad spend.
coronavirus advertising index

Vitamins & Supplements enters the top 10 categories by media spend

  • In Week 52, Fast Food (QSR) total ad spend increased was led by a shift to Online Video advertising from brands like Sonic, Wendy’s, Jack in the Box and McDonald’s.
  • Subscription Video Service almost doubled in ad spend compared to this time last year. It was led by a rise in Online Video advertising mostly from Netflix which accounted for 34% of the category’s ad spend.
coronavirus advertising index

Delivery Systems over-index in every media type

  • The Household Needs: Paper Products category group doubled their TV ad spend compared to the same time this year which was led by Charmin, Bounty, Kleenex and Quilted Northern.
  • The rise in Online Video ad spend for Mortgage was led by Quicken Loans which accounted for 95% of the category’s ad spend.
coronavirus advertising index

Cruise Lines ad spend continues to decline YoY but see a shift to Online Video media type

  • In Week 52, Online Video ad spend for Beverages: Sodas was led by Pepsi which accounted for 71% of the category’s ad spend.
  • Restaurants total ad spend continues to decline YOY but sees a shift to Radio advertising which is led by Buffalo Wild Wings.
coronavirus advertising index

Health Clubs increase advertising to turn new year resolutions into new members

  • The recent spikes in Covid-19 cases and newly imposed restrictions created a demand for exercising equipment. TV ad spend on exercising equipment increased in the new year that was led by Peloton which accounted for 50% of the category’s ad spend.
  • Personal Care: Facial Skin Care total ad spend increased particularly in Online Video that was led by Burt’s Bees, SkinCeuticals, Neutrogena and Olay.
coronavirus advertising index

Fast Food (QSR) leads COVID-19 themed ad spend in Week 52

  • Top categories with Covid-19 themed ads were Fast Food (QSR), Retail, Auto Retail & Events and Dept Stores.
  • Ad spend dedicated to Covid-19 themed messaging in the Fast Food (QSR) category was led by Domino’s, Papa John’s, Little Caesars and Subway.
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