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In the Press  |  April 22, 2020
netimperative: IPA Bellweather Report – Marketing budgets drop at fastest rate since last recession amid Covid-19 crisis

Bidstack CEO, James Draper commented on the latest results published in the April 2020 version of the IPA Bellweather Report.


The coronavirus pandemic has led to cuts to all forms of marketing activity in the UK, dropping 6.1% overall, but marketers are being urged to think twice before pulling spend, according to the latest IPA Bellwether report.

Data from the IPA Bellwether Report for the first quarter of 2020, which was compiled between 2 and 27 March, shows a net balance of -6.1% of companies revised their total marketing budgets lower. This is a notable swing from the final quarter of 2019, where the net balance stood at 4%. In March, 25% of panel members recorded a budget cut and 18.9% signalled growth.

James Draper, CEO, Bidstack, said: “The report provides an unsurprising outlook for the media industry, as marketing budgets shrink and brands shy away from the limelight. However, we can be optimistic for the economic recovery predicted for 2021 and, in the interim, look to the sectors experiencing an influx of new audiences as people stay indoors. Gaming is an example of a sector thriving among the chaos. This has been recognised by the UK government – who is collaborating with developers, such as Bidstack’s partners Codemasters to reinforce its ‘Stay Home Save Lives’ messaging during the COVID-19 pandemic in some of the most popular video games (for example DiRT Rally 2.0). Gaming provides a bright spot in these bleak times for brands looking to connect with this evolving audience, in an environment rich with real-world advertising opportunities.”


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