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

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...

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