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New Research | Impact of COVID-19 on Ad Revenue & Spend

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

Survey #3: Coronavirus Ad Spend Impact: Buy-Side Trends, March vs. April

Released: April 30, 2020

Key Findings:

  • 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
  • Premium publishers are experiencing a slight rebound in ad spend projections

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Survey #2: Coronavirus Ad Revenue Impact: Sell-Side

Released: April 15, 2020

Key Findings:

  • 98% of sell-side respondents say they are expecting a decrease in revenue in 2020, and 69% of those have/are already reforecasting.
  • The coronavirus crisis has driven massive growth in news consumption, but publishers are unable to monetize it—news publishers are twice as likely to be blacklisted vs. others.
  • Both buy- and sell-sides expect the greatest impact on media spend and revenue in the immediate term  (Mar-Jun) with Digital faring better than Traditional media.

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Survey #1: Coronavirus Ad Revenue Impact: Buy-Side

Released: March 27, 2020

Key Findings:

  • 70% of buyers have already adjusted or paused their planned ad spend, while 16% is still determining what actions to take.
  • Nearly a quarter (24%) of respondents have paused all advertising spend for the remainder of Q1 and Q2 while 46% indicated they have adjusted their ad spend for the same time period.
  •  73% of buyers are indicating that the coronavirus will have an impact on the Upfront 2020/2021 spend commitments and expect a 20% decrease in Upfront spend vs their original plan.

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