Coronavirus Ad Spend Impact: Buy-Side Trends, March vs. April

Coronavirus Ad Spend Impact: Buy-Side Trends, March vs. April 1

IAB’s survey of the buy-side during the pandemic to trend advertising spend was fielded during two periods: March 18-24 and April 15-21. This current analysis, where possible, compares buyer perspective across time periods. In this second study of advertising buyers, IAB has compared changes to advertising spend for the March through June timeframe. Month over month, we’ve uncovered trends and new insights about the impact of the Coronavirus pandemic on media and messaging strategies.

  • 97% of buyers have re-forecast budgets through June -- more buyers report pausing ad spend
  • Digital ad spend is experiencing a slight rebound, although is still off-plan
  • While traditional media channels are hardest hit, linear TV remains relatively flat . . .


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