While the initial lockdowns in March led to a steep decline that dragged Q1 down, the worst declines were seen in Q2, with spend dropping 32.0% YoY during the quarter. However, there was some slight recovery from April to June, which saw declines of 34.1% and 30.2%, respectively, and we expect that to continue. We US total media ad spend in 2020 overall will drop by only 6.8%, meaning a rebound is projected for H2.
Household and cleaning supplies were the biggest bright spot, with ad spending in the category rising by 12.3% in H1. As work-from-home orders went into effect, people began stocking up on household goods and cleaning supplies like hand sanitizers and disinfectants. According to Kantar, that led to a burst in advertising .
Consumer packaged goods giant Procter & Gamble was the top advertiser in H1, increasing spend by 9.2%, while second-place Amazon increased spend by 14.8%. Growth in the household supplies category helped buoy the advertising industry from steep declines elsewhere, particularly in travel, which saw outlays decline by more than 50% YoY.
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