September 02, 2020

IAB Report Projects Digital Will Rise 6% Amid 8% Decline in U.S. Ad Spending This Year

2020 Ad Spending Change

U.S. ad spending is now expected to decline 8% vs. 2019, according to a survey of "buy-side" executives at advertisers and agencies surveyed by the Interactive Advertising Bureau in recent weeks. The study also shows that "digital" ad spending will actually expand 6% this year, while "traditional" media advertising will decline 30%, indicating digital's market share is growing as a result of the pandemic.

The "2020-21 Covid Impact On Advertising" report being released this morning by the IAB, is based on the trade advertising bureau's sixth survey of the buy- and sell-sides of the business.

The IAB's analysis shows the migration of ad budgets from "traditional" to "digital" formats across a variety of media, including TV, radio, "print," and out-of-home media, too (see below).

Est. % Change in FY 2020 Ad Spend vs 2019

Copyright 2020 MediaPost Communications. All rights reserved. From By Joe Mandese.

To view all articles, check out the Internet Travel Monitor Archive

Play Video