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Ad industry opinions on COVID-19 influence on advertising in the U.S. 2020

In April 2020, advertisers and marketers in the United States were asked about their views on the impact of the coronavirus outbreak on the advertising industry in the near future. According to 72 percent of respondents Covid-19 would result in reduced advertising spending well into 2021, and a further 31 percent thought the cuts in ad spend would extend into 2022. A significant proportion thought that from now on advertisers would look to 'humanize the brand' with increased storytelling, interactivity and native content.

Marketer and advertiser opinions about the influence of the coronavirus on the advertising industry according in the United States as of April 2020

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In cooperation with
Advertiser Perceptions
Release date

April 2020


United States

Survey time period

April 1 to 4, 2020

Number of respondents

152 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? Level of Agreement: Coronavirus (Covid-19) Outbreak Affecting the Advertising Industry - Summary of Agree completely / somewhat (Net)

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

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