Mediaweek

Only 9% of Ad Buyers Have a Clear Budget for Next Year

Advertising spend in traditional media will continue to fall, according to the IAB

ad-buyers-clear-budget-CONTENT-2020 — Only 21% of buyers have somewhat of a clear outlook on their 2021 ad budgets, according to the IAB.Photo Illustration: Trent Joaquin; Source: Getty Images

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Seven months into the novel coronavirus pandemic in the U.S., ad buyers are still entering the market with uncertainty. Spending on traditional offline media is expected to be slashed by almost a third, although this could be offset by the continued rise in digital media investment by advertisers.

Only 9% of ad buyers have clearly defined budgets for 2021, while 30% either have an unclear or nonexistent idea on how much money they’ll be spending next year, according to a recent survey from the IAB.

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