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Perceived ad spend focus on performance media due to COVID-19 in the U.S. 2020

In a March 2020 survey of U.S. marketers and ad agencies it was found that 89 percent of respondents had made changes to their promotional efforts in response to the coronavirus outbreak. What is more, some 65 percent of advertising professionals were of the opinion that the pandemic will result in their ad spend focus shifting to media which can prove direct sales outcomes, indicating that in times of uncertainty the industry will be looking towards quickly measurable investments.

Share of advertising professionals who agree that ad spend in light of the coronavirus outbreak will focus on media delivering direct sales outcomes in the United States as of March 2020

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In cooperation with
Advertiser Perceptions
Release date

March 2020


United States

Survey time period

March 17 to 20, 2020

Number of respondents

203 respondents

Special properties

among marketers and agencies

Supplementary notes

Base: Advertiser Perception Ad Pros Community Panel.
Question: How much do you agree with the following statements about how the Coronavirus (Covid-19) outbreak might affect the advertising industry? Coronavirus will result in advertisers focusing spend with media that can show direct sales outcomes.

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

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