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In 2021, around $516bn was spent on media advertising worldwide.
In that same year, the United States was the largest advertising market globally, since it holds.
In 2018, UK ad spend beat expectations in the first quarter rising by 6 per cent.
The death of Queen Elizabeth II has affected the operation of many industries, especially in the United Kingdom, where many had to make unforeseen changes to join the mourning of the nation. One of these industries was advertising, where the most important faces in the sector, in the midst of announcing the death of the monarch, had to rethink campaigns, ads and social media strategies.
Advertising is one of the largest industries in the world, as it is one of the most effective means of communicating any subject where, On the one hand, it tries to inform about the characteristics of a product, and on the other hand, it seeks to persuade the consumer to vary his purchasing behavior.
Ad spend is forecast to grow 8.7 percent in 2022, according to the latest Dentsu Global Advertising Spend Forecast report. This semi-annual report, which combines data from nearly 60 countries worldwide, anticipates that they will spend 738 thousand 500 million dollars worldwide.
In that sense, according to a report published by the Advertising Association and the WARC advertising agency,UK print advertising revenue grew for the first time in more than seven years.
Overall, ad spending in that country beat expectations in the first quarter of 2018, rising 6 percent from the same period last year, one percent more than forecast.
How does the death of the queen affect the advertising industry?
The death of Queen Elizabeth II took the advertising industry by surprise, as they were at a presentation on the “great expectations” for the coming year by MediaLink, a strategic advisory company.
And so, with the news breaking, several of the biggest names in UK advertising began changing plans and postponing the launch of their campaigns for brands. As was the case with one of the country’s most famous advertisers, John Lewis, who had just launched a new television ad under the brand’s platform “For all life’s moments”, but temporarily suspended it.
On the other hand, other campaigns that have been postponed are the Google, which was spearheaded by soccer star Ian Wright, to encourage people to learn new digital skills.
“I think that all the clients and agencies are carefully examining their texts. Anything that refers to royalty or crowns, for example, is off the table. In addition, the mood of the people is different and nobody especially wants to see an ad today, ”said an executive in the sector to the specialized media in the United Kingdom.
Other campaigns will be postponed, such as the UK commercial network, ITV, which withdrew all advertising for 24 hourss the queen’s deathand Ocean Outdoor suspended ads on all of its digital screens, posting a tribute message to the monarch.
While print ads in newspapers, including The Times, and the UK’s largest digital newspaper, Mail Online, ran no ads. As well, many brands have turned to social networks to publish content in tribute to the Queen, as an example Domino’s Y Heinz who posted respectful messages on black banners.
This is how, with ten days of mourning, the date of the funeral still to be decided does not dictate when the media schedules will return to normal and, therefore, the advertising guidelines.
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