March 26, 2020

Media that US Agency and Marketing Professionals Have Decreased* Budget from vs. Media that Retained/Benefited from Budget Reallocation due to the Coronavirus, March 2020 (% of respondents)


Ad and marketing professionals were asked which media was budget pulled from vs. media that retained/received additional spending due to the coronavirus. Responses include display, paid social, digital video, linear TV (broadcast or cable) and paid search.


Respondents were asked, "You mentioned pausing/cancelling a campaign or shifting/adjusting media type usage/budgeting due to the Coronavirus (Covid-19) outbreak. Which media types did you pause, cancel or pull budget from?" and "And which media types, if any, retained their budgets/usage or were the ... beneficiaries of any budgeting reallocation due to the Coronavirus (Covid19) outbreak?" Data was provided to eMarketer by Advertiser Perceptions.More


Data is from the March 2020 Advertiser Perceptions "Coronavirus Effect on Advertising Report." 203 US agency (67%) and marketing professionals (33%) were surveyed during March 17-20, 2020. Respondents are from the Advertiser Perceptions Ad Pros proprietary community who are 100% involved in media brand selection decisions.