eMarketer principal analyst Nicole Perrin looks at what consumers expect to see from brands during the pandemic. She then discusses Google now allowing COVID-19 ads to run on its platforms, the T-Mobile and Sprint merger being finalized and how radio has been performing recently.
For our report on how the role of the CMO has changed in recent years, we asked more than 60 CMOs about their current priorities and what they’re planning for 2020. Our interviews covered everything from iHeartMedia’s CMO talking about the digital transformation of radio to Ryan Dell taking men’s lifestyle brand MVMT from online to offline.
Broadcast TV and radio will post much lower growth in 2022 than in 2021, at 2.5% and 3.0%, respectively. Newspapers and magazines, which saw ad spend rise substantially last year, will both revert to pre-pandemic patterns, with investment shrinking between 2022 and 2026. Meanwhile, growth in out-of-home (OOH) ad spending will reach double digits this year.