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Changes to ad budgets previously devoted to sports events due to COVID-19 U.S. 2020

In April 2020, advertisers and marketers in the United States were asked about their plans regarding the funds they had allocated to sporting events before they were cancelled or postponed due to the coronavirus outbreak.The majority of respondents meant to keep those finds with the same media company , while a third were planning to pull the funds completely and freeze them for later. Of those who left their money with the same company 31 percent planned to shift the those budgets to sporting events later in the year or reallocate to non-sports programming also later in the year.

Plans for funds previously allocated to sporting events 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: With some sporting events being cancelled or postponed, which of the following are you doing with the funds that were allocated?

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

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