Marketers Spend Less In March Due To Covid-19 [Infographic]

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During the month of March 2020, the global advertising spend saw a decline across the majority of categories, according to the latest data from PubMatic. Categories such as careers, automotive, health and fitness, shopping and pets in particular saw a  decline since the first half of March when PubMatic first released data.

The travel and sports categories saw the biggest decline, 90% and 69% respectively, amid the global COVID-19 pandemic as people were forced into lockdowns around the world.

Global Ad Spending by Category

Advertisers in the law, government and politics (64%) and real estate (49%) categories also dropped their spend significantly.

Ad spend in the news category saw the biggest jump, rising 82%, as people continued to consume more news content to stay up to date with the pandemic’s latest developments.

Education (32%), hobbies and interests (30%), food and drink (20%) and technology and computing (7%) were among the few categories that received a bump in ad spend throughout March.

Ad Spending

Effective cost per thousand impressions (eCPM) increased dramatically for the news category by 132% in the last week of the month when compared to the first.

Despite the decline in ad spend, science and travel experienced increases in eCPM by 35% and 22% respectively.

The eCPM for the pets category saw the biggest decline by 62% when comparing the first and last week of the month.
eCPM Trends
eCPM Change