2020 年，传统广告业的格局发生了巨大变化，由于市场仍不稳定，我们预计在圣诞节这一关键时期，广告客户的消费模式会出现一些反常现象。
纵观去年和 2020 年迄今为止的数据，我们大致了解了当前环境将如何影响今年圣诞节的广告支出。整体预算较去年有所下降，WARC 预计英国广告商的支出将比 2019 年减少 7.42 亿英镑，降幅为 10.5%。
就渠道而言，电视是最主要的传统平台，因为大多数国民在家的时间更多。在节日期间，电影院和户外广告（OOH）通常会受到更多关注，但由于闭馆、缺乏大片上映、非必要旅行和高街购物的限制，观众人数大幅减少。
今年可能的消费大户
与全年的情况一样，杂货零售业在 11 月和 12 月的广告支出再次占据了头条。每年的这个时候，零售业的新创意总是令人期待，但零售业如何应对受大流行病影响的成千上万个家庭，以及公众如何接受这些新创意，将是一个有趣的话题。
2019 年第四季度，超市零售广告支出同比增长 67%。鉴于超市是消费者在 2020 年多次停业期间为数不多的购物场所之一，我们预计杂货零售业今年将再次表现强劲。
Overall, in one of the more significant changes from last year, the government is the U.K. ‘s top advertising spender as it continues to remind the country to maintain ‘hands-face-space’ protocols, even as the vaccine rolls out. Ever-changing regulations will still see the need for an ongoing information campaign across all channels and particularly in TV, radio and print. However the unprecedented levels of government ad spend will most likely not be the same during 2021 as the country moves to a more normal way of living.
Other typical seasonal advertisers, however, such as fashion and gift retail, have been hit hard by the pandemic. Last year, department stores raised their ad spend by nearly 9%. With lockdowns affecting non-essential spend as well as the current bloodbath of closures in UK high street retailers, many consumers are adjusting their behavior as they spend more time at home. Unsurprisingly department store ad spend will be lower overall. The first indications of their activity is that it is modest in terms of creative executions to previous years.
预计 2020 年下降的部门
2019 年最后一个季度，旅游和运输行业的广告支出有所增长，因为传统的年末套餐假期销售和节日出国游占据了主导地位。然而，今年的旅游通道极少，这意味着在旅游方面大幅增加广告支出的可能性很小，而且我们预计圣诞节后的传统套餐式假日广告也会极少，这与全年支出的大幅下降是一致的。
娱乐休闲类广告主是 2019 年花费最高的广告主，尽管他们的花费比 2019 年第四季度略有减少（略高于一个百分点）），但我们跟踪发现，截至 2020 年 9 月，该类别广告花费下降了 30%，而且我们几乎看不到年底前出现回升的迹象。
高调广告商的圣诞回潮
Most of the big name advertisers that initially paused their traditional ad spend in reaction to the pandemic have restarted campaigns, and those efforts have been rapidly refocused on the impacts of the pandemic. Coca-Cola, for example, came back in a big way with two Christmas ads – the nostalgic fuelled ‘Holidays Are Coming’ and ‘The Letter’, in which we saw a dad embarking on a big adventure to get his daughter’s letter to Santa in time. Both appeared to strike the right note with analysts and consumers alike.
2021 年，随着世界恢复正常、疫苗的普及以及我们摆脱反复封锁，我们预计所有渠道的品牌广告都将进一步增加。
