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March 6, 2025
Channels Expected to Face Ad Budget Cuts Due to Tariffs According to US Advertisers, Feb 2025 (% of respondents concerned about the potential negative impact of tariffs on US ad spending in 2025)
Note
Data was provided to EMARKETER by the Interactive Advertising Bureau (IAB).Methodology
Data is from the March 2025 Interactive Advertising Bureau (IAB) article titled "94% of Advertisers Concerned About Tariff Impact on Ad Budgets." 100 US buy-side advertising decision-makers who manage or oversee ad budgets of at least $250K annually were surveyed online during February 13–28, 2025. The respondents included brands and agencies, with additional representation from MarComm/PR agencies and consultancies. The survey collected data on expected budget reductions, strategic media shifts, and industries most impacted by tariffs. Respondents provided insights into planned adjustments, including increased focus on performance marketing, changes in campaign messaging, and negotiations for greater flexibility in media buys.Chart Title
Channels Expected to Face Ad Budget Cuts Due to Tariffs According to US Advertisers, Feb 2025 (% of respondents concerned about the potential negative impact of tariffs on US ad spending in 2025)Publication Date
March 6, 2025