June 16, 2020

Changes in Ad Spending in H2 2020 vs. 2019 According to US Agency and Brand Buy-Side Decision-Makers, by Channel, June 2020 (% of respondents in each group)


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


Data is from the June 2020 Interactive Advertising Bureau (IAB) report titled "Covid's Impact on Ad Spend 2020: The Transformation of the Television Marketplace." 148 US buy-side decision-makers were surveyed during May 29-June 8, 2020. Respondents include agencies (51%), brands (21%) and other companies/marketing/PR firms (28%) who identify as C-level/president/EVP (20%), media consultant/media strategist (3%), manager/account executive/planner/buyer (33%), SVP/VP/director (34%) or other staff/analyst/associate/assistant/coordinator (10%).