Positive change in ad media usage due to coronavirus in the U.S. 2020

In April 2020, advertisers and marketers in the United States were asked about the types of media for which they they chose to maintain previous budgets, or even reallocate money to increase those budgets in light of the coronavirus outbreak. Few mediums received such treatment, however, according to 34 percent of respondents search, social and e-commerce ad budgets were subject to these positive changes. What is more, within this category, 26 percent of industry professionals took the same actions in regards to paid search in particular.

Types of media that retained budgets or benefitted from budget reallocation in light of the coronavirus outbreak according to advertising industry professionals in the United States in March and April 2020

Characteristic	Wave 1 (March)	Wave 2 (April)
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Release date

April 2020

More information

Region

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: Which media types, if any, retained their budgets, were the beneficiaries of any budgeting reallocation, or had budget added due to the Coronavirus (COVID-19) outbreak? Media Types That Retained/Added Budgets, or Beneficiaries of any Budgeting Reallocation - Summary of Any (Net)

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