Survey: Covid-19 global response (September 2020)

WFA members can download the full survey results here.

The fourth wave of research builds on WFA's previous research in March ; April ; and June by again surveying senior multinational marketers on their continued responses to the current global crisis.

The survey was conducted in the second half of September and attracted responses from senior marketers in 35 companies representing approximately $US67 billion in annual media & marketing spend. Seventyfive percent of respondents held global positions with 25% in regional roles.

Key Take-outs
• Less than half (46%) of respondents aer now deferring campaigns as a result of the pandemic - compared to 92% in June.
• This wave shows a more positive outlook towards Q3's business environment, however unvertainty remains regarding the next 6 months.
• Media investment is still down in Q1-Q3 2020. Channel mix is increasingly digital.
• 2/3rds are rethinking the purpose of their physical (office) spaces.

A publicly available summary of the results can be downloaded here.
WFA members can download the full survey results here.

For more information, please contact knowledge@wfanet.org and also view WFA's Covid Compendium.