Level of impact of coronavirus on the U.S. ad industry 2020-2021

In April 2020, advertisers and marketers in the United States were asked how they perceived the decrease in ad spend caused by the coronavirus outbreak would impact their business in the upcoming quarters. According to 86 percent of respondents cuts in ad spend were going to have a major impact on business in the second quarter of 2020, but only six percent said the same about the first quarter of 2021, which means industry professionals seem rather optimistic about the future of advertising despite the rough start into the year.

Views on the level of impact of the coronavirus outbreak on the ad industry in 2020 and 2021 according to advertising professionals in the United States as of April 2020

Characteristic	Major impact	Moderate impact	Minor impact	No impact
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Release date

April 2020

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Region

United States

Survey time period

April 1 to 4, 2020

Number of respondents

Special properties

among marketers and agencies

Supplementary notes

Base: Advertiser Perception Ad Pros Community Panel.
Question: Thinking about your decrease in ad spending as a result of the Coronavirus (COVID-19) outbreak, which quarters do you anticipate will be impacted most?

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