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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.

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

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Release date

March 2020


United States

Survey time period

March 18 to 24, 2020

Number of respondents

245 respondents

Special properties

among media buyers, planners, and brands

Supplementary notes

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.

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Statistics on "Coronavirus: impact on the U.S. advertising industry"

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