Share of advertising professionals planning to make changes to their messaging strategy in response to the coronavirus outbreak in the United States as of March 2020
Characteristic
Increase
No change
Decrease
Mission-based marketing
42%
45%
14%
Cause-related marketing
41%
46%
14%
Brand equity
37%
32%
31%
Performance marketing
28%
27%
45%
The chart is not accessible to screen readers. Please switch to the table view to access the data.
Original questions: Are you making any short-term advertising MESSAGING STRATEGY changes as a result of Coronavirus?
Please indicate whether you plan to increase, decrease or make no change regarding usage of any of the following messaging strategies.
Citation formats
Planned changes to ad messaging strategies due to COVID-19 in the U.S. 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 strategies, 42 percent of respondents said they were planning to increase their emphasis on mission-based marketing efforts, and 41 percent said the same about cause-related marketing. On the other hand 45 percent were going to step away from performance marketing for the time being. All in all, 63 percent of responding marketers said they were going to make changes to their messaging strategies between March and June 2020.
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.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
IAB (U.S.). (March 27, 2020). Share of advertising professionals planning to make changes to their messaging strategy in response to the coronavirus outbreak in the United States as of March 2020 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1109902/covid19-influence-on-ad-messaging-strategies-us/
IAB (U.S.). "Share of advertising professionals planning to make changes to their messaging strategy in response to the coronavirus outbreak in the United States as of March 2020." Chart. March 27, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1109902/covid19-influence-on-ad-messaging-strategies-us/
IAB (U.S.). (2020). Share of advertising professionals planning to make changes to their messaging strategy in response to the coronavirus outbreak in the United States as of March 2020. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1109902/covid19-influence-on-ad-messaging-strategies-us/
IAB (U.S.). "Share of Advertising Professionals Planning to Make Changes to Their Messaging Strategy in Response to The Coronavirus Outbreak in The United States as of March 2020." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 27 Mar 2020, /statistics/1109902/covid19-influence-on-ad-messaging-strategies-us/
IAB (U.S.), Share of advertising professionals planning to make changes to their messaging strategy in response to the coronavirus outbreak in the United States as of March 2020 ÌÇÐÄÆƽâ°æ, /statistics/1109902/covid19-influence-on-ad-messaging-strategies-us/ (last visited July 26, 2026)
Share of advertising professionals planning to make changes to their messaging strategy in response to the coronavirus outbreak in the United States as of March 2020 [Graph], IAB (U.S.), March 27, 2020. [Online]. Available: /statistics/1109902/covid19-influence-on-ad-messaging-strategies-us/
