Only half of US ad buyers are confident about their H2 2020 budgets

Rob Clapp

An overview of advertising spend by medium and budget confidence in the United States in the second half of 2020 and 2021.

Only one-half of ad buyers in the United States are confident about the stability of their budgets for the second half of 2020, according to a buy-side survey of media planners, media buyers and brands conducted by the IAB at the end of May and beginning of June.

Only one-tenth (11%) of ad buyers are 'very confident' with the stability of their budgets for H2 2020, with two-fifths (38%) 'confident'. However, 14% are 'very unsure' and 37% say there are 'unsure'.

This uncertainty also extends into 2021 – just 41% of ad buyers are confident their budgets for...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands