ANA Report Shows Payment Terms for Marketing Services Increased in 2019

Research indicates the main reason for extending payment terms was to improve marketers' cash flow

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In 2019, payment terms for a wide range of marketing services—such as research, agency fees, social media, production, broadcasting, programmatic and talent—were either extended or kept the same, according to a new report conducted by the Association of National Advertisers during January 2020.

ANA CEO Bob Liodice said in a statement that the study shows that marketers are reviewing payment terms meticulously, and are not hesitating to enforce changes that they believe are necessary.

“This is especially true regarding terms for agency fees, research, and production, all of which have been lengthened,” Liodice continued.

While historic payment terms for marketing services varied by specific services, the median reported range was between 41.1

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