Majority of Advertisers Likely to Retain Media Spend Levels During Expected Economic Recession

The research by the WFA and Ebiquity drew 43 responses from multinationals on their plans

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Following a period of record ad spend, nearly a third of media budgets are set to decline next year with talk of recessionary market conditions likely to affect spend on traditional media such as TV, radio, print and out of home especially, resulting in a move to short termism by marketers.

According to a study conducted by the World Federation of Advertisers (WFA) and media analyst firm Ebiquity, which drew responses from 43 multinationals, five of which are the world’s top advertisers by spend with a collective investment of $44 billion, 29% said they intended to decrease their media budgets.

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