March 26, 2020

How Do US Agency and Brand Buy-Side Decision-Makers Think the Coronavirus Will Change Total Media Ad Spending in March-April 2020 vs. May-June 2020? (% change, by media)


Agency and brand buy-side decision-makers who plan on making short-term ad spend changes were asked their estimated percent change in ad spend by media for March/April vs. May/June. Media include digital audio/display/OOH/video, linear TV (broadcast/cable), paid search, print, social media, ... terrestrial radio, traditional direct mail and traditional OOH.More


Data was provided to eMarketer by Interactive Advertising Bureau (IAB).


Data is from the March 2020 Interactive Advertising Bureau (IAB) report titled "Coronavirus Ad Spend Impact: Buy-Side." 390 US agency and brand buy-side decision-makers were surveyed during March 18-24, 2020. Respondents include brands, media buyers and planners at agencies (58%) or brands (42%) who are responsible for US ad spending in 2020 and who identify their job role as C-level/president/EVP (29%), manager/account executive/media planner/media buyer (24%), media consultant/media strategist (3%), SVP/VP/director (43%) or other staff (1%) at companies with an industry designation of apparel/fashion (6%), automotive (7%), B2B (7%), CPG food/beverage (5%), education/government (4%), financial services (6%), health/healthcare (8%), retail brick and mortar (4%), technology (6%), travel/tourism (9%) or other.