Will the fall off in ad spending bring about a recession? [Los Angeles Times (CA)]
Walt Disney Company (The) (DIS)
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Source: Los Angeles Times
A widespread outbreak of the new coronavirus could dent the U.S. advertising market, according to analysts. “Potential broader coronavirus contagion in the U.S. will have a short-term negative effect on U.S. advertising, stemming from a swift and deep economic pullback,” Neil Begley, a senior vice president of Moody’s Investors Service, wrote in a report Wednesday. “However, the duration of the sector’s contraction may be short-lived.” Economists have long viewed the health of the advertising market, which exceeds more than $150 billion in the U.S. alone, as a key indicator when trying to predict a recession. During tough economic times, some advertisers forgo advertising because they are taking in less revenue and they view marketing as a discretionary cost. However, studies have found that eliminating advertising also leads to a decrease in sales. “Consumer and advertising spend are significant drivers of revenue for most of the companies in our coverage,” Todd Juenger, media analys
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