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March 6, 2025

Channels Expected to Face Ad Budget Cuts Due to Tariffs According to US Advertisers, Feb 2025 (% of respondents concerned about the potential negative impact of tariffs on US ad spending in 2025)

Channels Expected to Face Ad Budget Cuts Due to Tariffs According to US Advertisers, Feb 2025 (% of respondents concerned about the potential negative impact of tariffs on US ad spending in 2025)

Note

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

Methodology

Data is from the March 2025 Interactive Advertising Bureau (IAB) article titled "94% of Advertisers Concerned About Tariff Impact on Ad Budgets." 100 US buy-side advertising decision-makers who manage or oversee ad budgets of at least $250K annually were surveyed online during February 13–28, 2025. The respondents included brands and agencies, with additional representation from MarComm/PR agencies and consultancies. The survey collected data on expected budget reductions, strategic media shifts, and industries most impacted by tariffs. Respondents provided insights into planned adjustments, including increased focus on performance marketing, changes in campaign messaging, and negotiations for greater flexibility in media buys.

Featured In

How tariffs will impact different ad channelsThe retail media squeeze: Navigating tariffs, budget cuts, and performance pressure

Sources

Interactive Advertising Bureau (IAB)

Chart Title

Channels Expected to Face Ad Budget Cuts Due to Tariffs According to US Advertisers, Feb 2025 (% of respondents concerned about the potential negative impact of tariffs on US ad spending in 2025)

Publication Date

March 6, 2025

Sources

Interactive Advertising Bureau (IAB)

Featured In

How tariffs will impact different ad channelsThe retail media squeeze: Navigating tariffs, budget cuts, and performance pressure
Topics
Total Media Ad SpendingDigital Display Ad SpendingSearch MarketingPodcastsDigital Video Ad SpendingTV Ad SpendingSocial Media Ad SpendingUnited States