Expected channel ad spend change due to COVID-19 according to U.S. marketers in 2020

Published by
J. G. Navarro,
Apr 18, 2024
During a March 2020 survey of media buyers and planners in the United States, gauging the impact of the coronavirus outbreak on short term advertising expenditures, it was found that both digital and traditional OOH were going to see the largest cuts in March and April, of 45 and 51 percent respectively, compared to the planned spending from before the pandemic. At the same time paid search and social media were expected to see smaller cuts, at 30 and 33 percent.

Estimated change in advertising spending influenced by the coronavirus outbreak according to advertising professionals in the United States as of March 2020, by channel

CharacteristicMarch/AprilMay/June
Digital display -41% -28%
Digital video -37% -26%
Digital audio -40% -31%
Digital OOH -45% -38%
Social media -33% -23%
Paid search -30% -21%
Linear TV (broadcast and cable) -41% -35%
Terrestial radio -45% -35%
Print -43% -34%
Traditional OOH -51% -41%
Direct mail -34% -29%
Showing entries 1 to 11 (11 entries in total)
Created with Highcharts 7.2.2Change in ad spend compared to original plan-41%-41%-37%-37%-40%-40%-45%-45%-33%-33%-30%-30%-41%-41%-45%-45%-43%-43%-51%-51%-34%-34%-28%-28%-26%-26%-31%-31%-38%-38%-23%-23%-21%-21%-35%-35%-35%-35%-34%-34%-41%-41%-29%-29%March/AprilMay/JuneDigital displayDigital videoDigital audioDigital OOHSocial mediaPaid searchLinear TV(broadcast andcable)Terrestial radioPrintTraditional OOHDirect mail
-60%-50%-40%-30%-20%-10%0%

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Release date

March 2020

Region

United States

Survey time period

March 18 to 24, 2020

Number of respondents

272 respondents

Special properties

among media buyers, planners, and brands

Supplementary notes

Original questions: Please provide your estimated percent change (+/-) in U.S. media spend per channel for the March/April time period.
Please provide your estimated percent change (+/-) in U.S. media spend per channel for the May/June time period.

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