Linear TV Ad Spend Will Plummet About 41% in March and April
Buyers paint a grim picture of TV advertising fallout from COVID-19 in a new IAB survey
Linear TV ad spend will see an estimated 41% drop in March/April and 35% in May/June, according to buyers.
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Key insights:
- Coronavirus expected to have a bigger impact than 2008 financial crisis.
- Digital will rebound more quickly, according to the survey.
- Buyers expect to spend 20% less during upfronts than planned.
While the impact of the novel coronavirus on the TV industry has already been seismic, ad buyers are now painting a grim picture of the fallout, which they expect will continue well into next year.
