COVID Ad Spend Impact 2020 & 2021: Light at the End of the Tunnel

COVID Ad Spend Impact 2020/21: Light at the End of the Tunnel

IAB’s sixth 2020 buy/sell-side survey sees the “light at the end of the tunnel” for digital advertising, according to media buyers and sellers. In short: Digital ad spend for 2020 is expected to end with a 6% increase versus 2019.  The news, however, is dour for traditional media.

Key highlights:

  • Buyers expect Digital ad spend to increase by 6% for FY2020 vs FY2019
    • Paid Search (+26%), Social (+25%) and CTV (+19%) are among those with most impressive gains
    • Digital Audio and Podcasts show slight decreases vs 2019—despite enjoying spend shifts in 1H
    • DOOH hardest hit: -43% y/y for FY2020
  • Buyers expect an average estimated -8% for all Traditional . . .


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