A survey conducted among global brands revealed that talks of a recession in 2023 influence their media budget decisions. Nearly 75 percent of the multinationals surveyed agreed or strongly agreed that an economic crisis is taken into consideration when planning advertising and market expenditures for 2023.

Among talks of an economic recession in 2023, global brands showed divided expectations for their media budget planning. According to the survey conducted among 41 multinationals, 29.3 percent of respondents plan to slightly or significantly decrease their expenses with advertising and marketing in 2023, compared to 2022. On the other hand, another 29 percent intend to slightly or significantly increase their media budget. About 40 percent of the brands surveyed plan to keep their media investments at the same level as in 2022.

According to the survey conducted among 134 global brand leaders as of November 2024, 49 percent of respondents planned to increase their 2025 media budget in comparison to the previous year. Nearly 20 percent expected to decrease advertising and marketing spending. Respondents located in North America (24 percent) were more likely to shrink their media budget, while 50 percent of those in Europe, the Middle East, and Africa planned to raise spending.

During a survey in Mexico, nearly two-thirds (or 63 percent) of responding advertisers mentioned inflation could impact their advertising spending decisions in 2024. Meanwhile, 54 percent of the interviewees cited possible economic recession as a factor that could influence their ad budget.

The Chinese Twitter-like platform Weibo reported that its advertising and marketing revenue was down at *** billion U.S. dollars in 2024. This was a *** percent decrease from the previous year.

This dataset is about book subjects. It has 3 rows and is filtered where the books is A cycle of recession and recovery AD 1200-1900 : archaeological investigations at Much Park Street, Coventry 2007 to 2010. It features 10 columns including number of authors, number of books, earliest publication date, and latest publication date.

In the face of an upcoming recession in the United States, roughly 25 percent of B2C small businesses in the country plan to outsource marketing and advertising activities, according to a survey conducted in 2022. The share was lower among B2B businesses: 14 percent said they plan to partner with third-party agencies for marketing and advertising.

Exhibition Stand Market size was valued at USD 51.55 Billion in 2023 and is expected to reach USD 73.98 Billion by 2031 with a CAGR of 5.29% from 2024-2031.

Global Exhibition Stand Market Drivers

Increasing Trade Shows and Exhibitions: A growing number of trade shows, expos, and exhibitions across various industries drive demand for exhibition stands. Businesses use these platforms to showcase products and services, network, and engage with potential customers.

Rising Marketing Budgets: Companies are investing more in marketing and advertising, which includes creating impactful exhibition stands. The shift toward experiential marketing, where customers engage with brands in person, supports this trend.

Global Exhibition Stand Market Restraints

Economic Downturns: Economic instability or recession can lead to reduced marketing budgets for companies. Businesses may cut back on participation in exhibitions or opt for less expensive stand solutions.

Digital Transformation: The rise of virtual and hybrid events can reduce the demand for physical exhibition stands. Companies may choose to invest in digital marketing more than in traditional trade shows.

According to recent market data, it was calculated that in 2022 newspaper ad spending worldwide is expected to decrease by 5.2 percent compared to 2021. This medium has been receiving less attention from advertisers since 2008, with the second highest drop a year later, most probably as a result of recession. In 2020, when the coronavirus broke out, newspaper ad spend experienced the largest negative growth to date.

The South African advertising industry is projected to grow from 1.35 billion U.S. dollars in 2011 to 3.24 billion U.S. dollars by 2023, owing to factors such as the growing number of advertising agencies, increased advertising spend by enterprises and the growth in digital and mobile advertising. Although TV and video was the largest medium in 2019, internet advertising is expected to account for the major share in the medium term, owing to growing internet penetration and the increasing number of mobile internet users. In fact, mobile advertising revenue is projected to grow over two-fold between 2018-2023. In terms of ad spend, Shoprite Holdings is the highest spender, with a total spend of nearly 1.48 billion South African rand in 2017-18. Clientele Life, followed by Unilever South Africa, Outsurance Insurance and Coca Cola South Africa follow suit respectively. The Omnicom media group is the leading advertising agency, having garnered 582 million U.S. dollars in 2017, followed by the Media shop and Mindshare. Advertising industry likely to experience recession in the short term Industry experts predict that a recession in the advertising sector is highly probable as enterprises all over the world are reducing their ad spend and postponing ad campaigns, owing to Covid-19. According to data from the World Federation of Advertisers, nearly 81 percent of large advertisers are deferring planned ad campaigns, including Coca Cola, Unilever, Visa and Airbnb.

The television broadcasting industry comprises the planning and broadcasting of television programmes consisting of a combination of programme components that are either acquired from production companies outside the industry or produced by the television broadcasters themselves. A distinction is made between free-to-air TV channels, which are mainly financed by advertising revenue and, in the case of public broadcasters, the licence fee, and pay TV channels, which are also financed by advertising revenue, but also by subscription models in which viewers pay for a specific channel. As this sector is mainly financed by advertising revenue, its development depends on factors such as the accessibility of the population, their willingness to pay, which is usually determined by their household income, and the business expectations of the advertising companies. The better these key figures develop, the higher prices can be achieved for advertising time on television. However, streaming services and online video portals have become an increasingly popular alternative to television programmes in recent years, which is worsening the industry's market position. Industry revenue fell by an average of 4.7% per year between 2019 and 2024. In 2020 in particular, a significant decline in sales was observed as a result of the fall in advertising revenue. Consumers had to limit their spending due to the pandemic-related recession and companies experienced liquidity bottlenecks, forcing them to cut their TV advertising budgets. In the hospitality industry, many pay TV subscriptions were cancelled due to the lockdowns. Teleshopping, on the other hand, was able to record sales growth as many consumers shied away from shopping in bricks-and-mortar retail outlets and consumer demand shifted to mail order. In the current year, industry sales are expected to fall by 3.5% to 9.7 billion euros. This is due to the deterioration in business expectations as a result of the Ukraine crisis as well as the sanctions against Russia and the associated economic uncertainty.In the period from 2024 to 2029, the industry is expected to record an average annual decline in revenue of 1.6%, meaning that revenue in 2029 is likely to be €9 billion. In addition to the expected increase in digitalisation, which will favour competition from alternative video services, this decline is also due to the falling number of people aged between 18 and 64, who make up the advertising-relevant audience. This is likely to have a negative impact on the demand for television offerings and therefore on the advertising revenue of industry players.

During a 2025 survey in the United States, marketers' optimism level about the American economy declined to 62.2 points, down from 63.8 in Fall 2024. Optimism was at its lowest level since Fall 2022 - that year, Russia's invasion of Ukraine led to global economic uncertainty, while high inflation and recession fears also added to a general negative sentiment.

In the United States, consumer spending on media was estimated to amount to about 269 billion U.S. dollars in 2022. According to the forecast scenarios, that annual value would surpass 315 billion or stand just below 300 billion dollars by 2027. What do the scenarios mean? In scenario A, the recession would only have a short-term impact on consumer media spending. At the height of the recession in 2023, consumers are expected to spend less on entertainment to offset rising energy and consumer product prices. The economy should begin to recover by 2024 and should be fully mended by 2027, with spending on media back to pre-pandemic levels.

Scenario B predicts a long-term impact of the recession on media consumption behavior. Ad-supported options will replace subscription-based offers, whereas on-and-off subscribing will increase, driven by special offers and consumers unsubscribing after those offers expire. Behavior changes will stick even after 2027 when the economy has fully recovered. Media usage today Media usage in the United States has already changed within just one year. Recent data from the beginning of 2023 shows that consumers opt for free entertainment choices. More people indicate watching free-on-demand TV, more of them also listen to the radio. Podcasts also gained in popularity, compared to the first quarter of 2022. Also fewer people say they don’t watch live TV, which is a potential sign of the growing popularity of free-ad-supported-TV (FAST) services as well.

During an online March 2023 survey among business-to-business (B2B) marketers in the United Kingdom (UK), 41 percent of respondents stated that economic recession was the primary driving force of the marketing budget changes. Inflation and rising interest rates followed with 39 and 37 percent, respectively. According to the same study, 45 percent of respondents reported significantly or slightly reduced marketing budgets.

A survey from late 2022 found that over three in four respondents in the UK would cancel their pay TV subscriptions in a recession and switch to free ad-supported streaming TV options, like Pluto TV and Freevee. By contrast, 12 percent would keep their paid subscriptions.

According to a survey conducted in September 2022 among chief marketing officers (CMOs) in Europe, 22 percent of respondents said inflation and recession would be the topics dominating their agenda in 2023. This was followed by 17 percent of respondents citing sustainability and saving energy.