Key points from this report:
- Ad spend is directly correlated with GDP growth and has declined in a worsening trend in the last three instances when U.S. GDP declined ( 1991, 2008, and 2009 ).
- Digital ad spend accounted for 50% of total ad spend in 2019, up from 14% in 2008.
- Advertising companies, especially traditional channels such as OOH, radio, and print, will be affected the most due to slowing economic activity. We expect digital advertising to also be affected due to high exposure to small and medium-sized businesses.
- Companies are suspending 2020 guidance amid the uncertainty. Advertising companies like WPP are suspending dividends and share buyback programs to preserve liquidity.
- During 2008–2009, GOOGL shares corrected 67% from November 2007 highs to November 2008 lows, compared with 30% from February 2020 highs to March 2020 lows. Advertising companies’ shares declined 67% during the financial crisis but are trading an average of 43% from 52-week highs currently.
- Among advertising stocks, we are still seeing deteriorating O’Neil Ratings and Rankings. In general, the current decline occurred at a much quicker pace, however the absolute decline during the 2008 financial crisis was more severe.
- Technical ratings and rankings continue to be poor for TWTR, FB, YELP, WPP.GB, IPG, and OMC. Remain conservative.
- Refer to page 8 for the ratings and rankings of other internet and advertising ideas.
