ARF Virtual Town Hall: How is the Coronavirus Impacting the Global Advertising Industry?

March 26, 2020

#ARFtownhall

ARF Town Hall: Coronavirus

Laura Martin, CFA & CMTEntertainment & Internet

Analyst, Needham & Company, LLC

Christian PolmanChief Strategy Officer

Ebiquity

Brian Wieser, CFAGlobal President of Business

Intelligence, Group M

Scott McDonald, Ph.D.CEO & President

ARF

#ARFtownhall

-15

-10

-5

0

5

10

15

70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06

GDP Ad Expenditure

Source: HM Treasury, ZenithOptimedia

Note: ATL media only

Gin

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

Gin year 1 Gin year 3

Pri

ce

Ela

sti

cit

y Whisky

0

1

2

3

4

5

6

Whisky yr 1 Whisky yr 3

Pri

ce

Ela

sti

cit

y

100

137

159

195

283

375

100 96 88 89106

119

0

50

100

150

200

250

300

350

400

1980 1981 1982 1983 1984 1985

Sa

les G

row

th

Maintained/increased adspend 1981/2 Decreases adspend 1981/2