Estimated change in advertising spending influenced by the coronavirus outbreak according to advertising professionals in the United States as of March 2020, by channel
Characteristic
March/April
May/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%
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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.
Citation formats
Expected channel ad spend change due to COVID-19 according to U.S. marketers in 2020
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.
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IAB (U.S.). (March 27, 2020). Estimated change in advertising spending influenced by the coronavirus outbreak according to advertising professionals in the United States as of March 2020, by channel [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 20, 2026, from /statistics/1109885/covid19-ad-spend-change-influence-per-marketers-us/
IAB (U.S.). "Estimated change in advertising spending influenced by the coronavirus outbreak according to advertising professionals in the United States as of March 2020, by channel." Chart. March 27, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 20, 2026. /statistics/1109885/covid19-ad-spend-change-influence-per-marketers-us/
IAB (U.S.). (2020). Estimated change in advertising spending influenced by the coronavirus outbreak according to advertising professionals in the United States as of March 2020, by channel. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 20, 2026. /statistics/1109885/covid19-ad-spend-change-influence-per-marketers-us/
IAB (U.S.). "Estimated Change in Advertising Spending Influenced by The Coronavirus Outbreak According to Advertising Professionals in The United States as of March 2020, by Channel." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 27 Mar 2020, /statistics/1109885/covid19-ad-spend-change-influence-per-marketers-us/
IAB (U.S.), Estimated change in advertising spending influenced by the coronavirus outbreak according to advertising professionals in the United States as of March 2020, by channel ÌÇÐÄÆƽâ°æ, /statistics/1109885/covid19-ad-spend-change-influence-per-marketers-us/ (last visited July 20, 2026)
Estimated change in advertising spending influenced by the coronavirus outbreak according to advertising professionals in the United States as of March 2020, by channel [Graph], IAB (U.S.), March 27, 2020. [Online]. Available: /statistics/1109885/covid19-ad-spend-change-influence-per-marketers-us/
