“The decline will be sharper in western Europe and milder in the USA (-7.5%) and China (-2.8%), the two largest adverting markets accounting for half the global market,” GroupM said in a press release Wednesday.
The TV advertising market is expected to decline 12.8% globally in 2020, reaching a 27% market share, while online advertising is seen dropping 1.4%, reaching a 53% market share. Advertising on all other media is expected to register sharp declines of more than 20% this year.
On the Romanian market, TV and online remain the dominant advertising media, with a 65% market share for TV and 20% for online.
GroupM estimates the local TV advertising market will drop 8.5% in 2020, while the online advertising market is expected to decline 6.9%.
Estimates include the government support program for the media market and consider a base scenario in which new lockdown measures would not be imposed in fall, the company said.
GroupM manages over $113 billion in annual media investments via agencies Mindshare, MediaCom, Wavemaker, Essence, m/SIX and Xaxis.