Ireland Brand Survey Insights May 2020: Media Budget Trends
Discover key insights from the EBIQUITY Brand Survey on media budget trends in Ireland for May 2020, revealing how companies are planning to adjust their marketing investments amid the COVID-19 pandemic. Insights include budget reductions, shifts in ad spend focus, and expectations for the remainder of the year.
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Presentation Transcript
Covid-19 & Media Ireland Brand Survey May 2020
EBIQUITY BRAND SURVEY Executive Summary Surveyed 40 brands between May 11-26 across 12 categories Together they control over 160m of media spend of which 12 were amongst Top 20 Advertisers 78% of Companies planning to reduce their media budget for the rest of the year. This is in-line with the Global Brand Survey Budgets are expected to drop by 22% across the year v 28% for our Global survey Brands expect to spend less on advertising especially on brand building while investing more in eCommerce and Tech 60% of Marketeers are placing a high level of importance on maintaining SOV 80% think data insights are very or extremely important now Companies are generally satisfied with their data quality; a small share of brands rated brand performance, customer interaction, and media performance data slightly lower In Ireland, Companies tended to be more satisfied with the role of their key partners in helping adjust to today s market conditions 2
EBIQUITY BRAND SURVEY Around 78% of brands are planning to reduce their media budget for the rest of the year How do you expect your media budgets will change for the rest of the year? Decrease Increase = Percentage point change from our Global Survey X% weighted average = - 22% 10- 20% <10% 6% No change 1% 2% 10% 1% 3% 5% >50% 40-50% 30-40% 20-30% 10-20% <10% -85% -75% -65% -55% -45% -35% -25% -15% -5% 5% 15% Share of respondents 3 Source Ebiquity, n = 37; Q: How do you expect your actual 2020 full year media investment will differ from your plans at the start of the year?
EBIQUITY BRAND SURVEY Brands are expecting a return of most of their budgets by Q3 How do you expect your media budgets will change for the rest of the year? How do you expect your media budgets will change for the rest of the year? (weighted) > 20% increase 10% Q2 - 2020 Q3 - 2020 Q4 - 2020 10-20% increase 0% <10% decrease Share of respondents -10% 10-20% decrease -5% -30% Budget reduction in % >20% decrease -50% -10% -14% -15% -70% -15% -90% Q2 - 2020 Q3 - 2020 Q4 - 2020 -22% -20% <10% decrease 10-20% decrease >20% decrease <10% increase 10-20% increase > 20% increase -25% 4 Source Ebiquity, n = 37; Q: How do you expect your actual media investment will differ from your plans at the start of the year? Note: Left chart excludes respondents who said no change , which accounts for remainder of responses to 100% of total
EBIQUITY BRAND SURVEY Decline in budgets not as marked in Q4 How do you expect your media budgets will change for the rest of the year? Q2 - 2020 Q3 - 2020 Q4 - 2020 Alcohol (n = 3) -43% -34% -24% Travel & Hospitality (n = 5) -43% -33% -26% Financial Services (n = 5) -37% -10% -14% Other (n = 6) -21% -15% -14% Telco (n = 3) -21% -16% -14% FMCG (n = 9) -12% -10% -14% Government & Public Services (n = 6) +3% +3% -4% 5 Source Ebiquity, n = 37; Q: How do you expect your actual media investment will differ from your plans at the start of the year? Other includes Automotive, Retail, Entertainment & Leisure
EBIQUITY BRAND SURVEY Brands expect to spend less on advertising especially on brand building while investing more in eCommerce and Tech For each of the following, how do you expect your investment levels to change in the coming months? 40% 30% 20% Increase Share of respondents 10% 0% -10% -20% Decrease -30% -40% -50% -60% -70% Ad spend - Brand Ad spend - Performance eCommerce Customer experience Earned media/PR Data & analytics Technology Decrease Increase 6 Source Ebiquity, n = 37; Q: For each of the following, how do you expect your investment levels to change in the coming months? Brands that replied with No Change are not shown here
EBIQUITY BRAND SURVEY Nearly 60% say maintaining SOV is of high importance; ~80% say data insights are very or extremely important now What importance are you currently placing on maintaining Share of Voice for your brand(s)? In the current market, how important are data and insights in your decision-making on media and marketing investment? 100% 90% 100% 80% Extremely important 90% Share of respondents 80% 70% Share of respondents High 70% 60% 60% 50% 50% 40% Very Important 40% 30% 30% Medium 20% 20% Low 10% Moderately Important 10% None Slightly important 0% 0% Slightly important Moderately Important None Low Medium High Very Important Extremely important 7 Source Ebiquity, n = 40
EBIQUITY BRAND SURVEY Brands are generally satisfied with their data quality How do you rate the quality of the data and insights you receive for each of the following? 100% 80% Share of respondents Very good 60% 40% Good 20% 0% Poor -20% Brand performance Consumer insights Customer interaction Media performance Business performance Poor Good Very good 8 Source Ebiquity, n = 40; Q: How do you rate the quality of the data and insights you receive for each of the following? Brands that replied with Neutral are not shown here. No brands rated data as Very poor .
EBIQUITY BRAND SURVEY Brands are generally satisfied with the role of their key partners in helping adjust to today s market conditions How do you rate each of the following in helping you to adjust to today s market conditions? 100% 80% Very good Share of respondents 60% 40% Good 20% 0% Poor -20% Your internal marketing teams Your broader organisation Your creative agencies Your media agencies Your tech platforms Poor Good Very good 9 Source Ebiquity, n = 40; Q: How do you rate each of the following in helping you to adjust to today s market conditions? Brands that replied with Neutral are not shown here
EBIQUITY BRAND SURVEY About our survey Profile of Respondents Respondent count by media spend in Euro Sector n 18 FMCG 10 16 Financial Services 6 14 Government & Public Services 6 12 Travel & Hospitality 5 10 Alcohol 3 Retail 3 8 Telco 3 6 Entertainment & Leisure 2 4 Automotive 2 2 0 < 1m 1m - 5m 5m - 10m > 10m 11 Source Ebiquity, n = 40 for Sector mix and n = 39 for media spend
Thank you for your time. About Ebiquity We are a leading independent marketing and media consultancy Our focus is on helping brands make better informed marketing investment decisions A close up of a logo Description generated with very high confidence
