March 26, 2020

Are US Agency and Brand Buy-Side Decision-Makers Making Any Ad Spending Changes in Q2 2020 vs. H2 2020 as a Result of the Coronavirus? (% of respondents, March 2020)


Agency and brand buy-side decision-makers were asked if their organization is making any short term (Q2 March-June) vs. longer term (H2 2020) ad spending changes in 2020.


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.

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