Marketers in the US are cutting traditional advertising at a quicker rate than digital media in the face of the novel coronavirus (COVID-19) outbreak. This is according to an IAB survey of buy-side marketers who have made short-term adspend changes as a result of the virus, questioned from 18th to 24th of March.
These marketers intend to spend 39% less on traditional media than they had originally planned from March to June 2020. Digital investment, meanwhile, is set to fall by one-third (33%). In March and April alone, traditional advertising is to be cut by 43% and digital...