Ad industry negative changes in media types used due to COVID-19 in the U.S. 2020

In April 2020, advertisers and marketers in the United States were asked about the types of media they chose to cancel, pause or change budgets for in light of the coronavirus outbreak. According to 85 percent of respondents video was the medium that was subject to such changes. What is more, within this category, 63 percent of industry professionals took the same actions in regards to OTT/CTV ads. Interestingly, the same was true for 21 percent of respondents interviewed in March, indicating an ever growing shift in the industry.

Types of media paused, cancelled or where budgets were shifted in light of the coronavirus outbreak according to advertising industry professionals in the United States in March and April 2020

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In cooperation with
Advertiser Perceptions
Release date

April 2020


United States

Survey time period

March 17 to 20 and April 1 to 4, 2020

Number of respondents


Special properties

among marketers and agencies

Supplementary notes

Base: Advertiser Perception Ad Pros Community Panel.
Wave 1 n=203; wave 2 n=152.
Question: You mentioned pausing/cancelling a campaign or shifting/adjusting media type usage/shifting budgets due to the Coronavirus (COVID-19) outbreak. Which media types did you pause (with the intent of resuming sometime in the future), cancel completely or shift/reduce budget (while continuing campaign)? Types of Media Paused, Cancelled or Shifted Budget Out of - Summary of Any (Net)

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

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