Ad Spending Is Expected to Drop 10% This Year. Here's Why It Could Have Been Worse

GroupM's mid-year forecast shows a landscape that's stark but salvageable

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After months of scrambling to pull back, revise, delay and cancel ad campaigns because of the Covid-19 pandemic, marketers now can put a number to the impact on their industry. 

The global ad industry is projected to see a 10% drop in spending this year, ending nearly a decade of growth—and abruptly ending a years-long run of massive, double-digit expansion for digital advertising.

These changes are reflected in GroupM’s annual mid-year forecast report, which details how various markets, industries and mediums will be impacted this year.

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