During an April 2020 survey of both news and non-news media publishers in the United States, gauging the impact of the coronavirus outbreak on their business strategies, it was found that the majority of respondents from both groups were pushing campaigns to later date to accommodate the cooperation with ad buyers. What is more, 47 percent of news publishers and 38 percent of non-news publishers were working with buyers to adjust creative messaging to current needs.
Leading ways of adjusting cooperation strategies with ad buyers in light of coronavirus outbreak according to advertising sellers in the United States as of April 2020
Characteristic
News publishers
Non-news publishers
Pushing campaigns to later date
67%
58%
Creating differetn content adjacency/sponsorship opportunities that buyers can leverage
52%
39%
Creating entirely new from scratch content adjacency/sponsorship opportunities that the can leverage
48%
36%
Working with buyers to change creative messaging
47%
38%
Offering more added value
45%
31%
Offering lower rates
45%
32%
Offering creative services
29%
21%
Created with Highcharts 7.2.2Share of respondents58%58%39%39%36%36%38%38%31%31%32%32%21%21%67%67%52%52%48%48%47%47%45%45%45%45%29%29%News publishersNon-news publishersPushing campaigns to later dateCreating differetn content adjacency/sponsorship opportunities thatbuyers can leverageCreating entirely new from scratch content adjacency/sponsorshipopportunities that the can leverageWorking with buyers to change creative messagingOffering more added valueOffering lower ratesOffering creative services
0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%
Add this content to your personal favorites. These can be accessed from the favorites menu in the main navigation.
Adjust the presentation of the statistic and data points.
Share the statistic on social media channels or embed the statistic in your
website using "Embed Code", where available.
Cite this statistic and select one of the following formats: APA, Chicago, Harvard, MLA & Bluebook.
Print the statistic including description and metadata.
Chart type
Leading ways of adjusting cooperation strategies with ad buyers in light of coronavirus outbreak according to advertising sellers in the United States as of April 2020
You have no right to use this feature.
Make sure to contact us if you are interested in scientific citation.
You can upgrade your account to enable this functionality for all statistics.
This feature is not available with your current account.Request access
among media publishers, media platforms and programmatic companies
Supplementary notes
Original questions: Please provide your estimated percent change (+/-) in U.S. advertising sales / supply side / ad network revenue per channel for March-June vs. your original plan.
Learn more about how Statista can support your business.
IAB (U.S.). (April 15, 2020). Leading ways of adjusting cooperation strategies with ad buyers in light of coronavirus outbreak according to advertising sellers in the United States as of April 2020 [Graph]. In Statista. Retrieved February 22, 2025, from https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
IAB (U.S.). "Leading ways of adjusting cooperation strategies with ad buyers in light of coronavirus outbreak according to advertising sellers in the United States as of April 2020." Chart. April 15, 2020. Statista. Accessed February 22, 2025. https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
IAB (U.S.). (2020). Leading ways of adjusting cooperation strategies with ad buyers in light of coronavirus outbreak according to advertising sellers in the United States as of April 2020. Statista. Statista Inc.. Accessed: February 22, 2025. https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
IAB (U.S.). "Leading Ways of Adjusting Cooperation Strategies with Ad Buyers in Light of Coronavirus Outbreak According to Advertising Sellers in The United States as of April 2020." Statista, Statista Inc., 15 Apr 2020, https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
IAB (U.S.), Leading ways of adjusting cooperation strategies with ad buyers in light of coronavirus outbreak according to advertising sellers in the United States as of April 2020 Statista, https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/ (last visited February 22, 2025)
Leading ways of adjusting cooperation strategies with ad buyers in light of coronavirus outbreak according to advertising sellers in the United States as of April 2020 [Graph], IAB (U.S.), April 15, 2020. [Online]. Available: https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
Profit from additional features with an Employee Account
Please create an employee account to be able to mark statistics as favorites.
Then you can access your favorite statistics via the star in the header.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.