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While the impact of the novel coronavirus on the TV industry has already been seismic, ad buyers are now painting a grim picture of the fallout, which they expect will continue well into next year.
Linear TV ad spend will fall an estimated 41% in March and April, and buyers also expect to spend 20% less in the upcoming upfront marketplace than they had initially planned, according to a new Interactive Advertising Bureau survey of 390 media buyers, planners and brands about how COVID-19 has affected ad spend.
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