Covid-19 impact: Media auditing grows as firms scrutinise budgets

Deloitte enters fray; others strengthen expertise

The Covid-19 pandemic has disrupted the world of advertising and marketing, forcing companies to take a long hard look at their overall budgets. While the demand by marketers for greater return on their investments has always been there, scrutiny levels have never been this high.

A report by TAM Adex last week shows that average ad volumes per day in July of 2020 grew by 9 per cent compared to June. But, in value terms, the growth wasn't substantial, say experts, as companies increasingly pushed for more discounts on advertisement rates.

The situation has been particularly challenging on television and digital that