Publishers Share Bleak Outlook of COVID-19 Ad Sales Impact in New Survey

However, there is some cause for optimism later in the year

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Last month, the Interactive Advertising Bureau surveyed media buyers, planners and brands about how the coronavirus pandemic had affected ad spend. They painted a grim picture of the fallout, which was seconded by a followup IAB survey, this time with publishers giving their take on the industry. Their outlook is still bleak—though slightly less so than their buy-side counterparts.

There is near-unanimous agreement (98%) that ad sales revenue will be down this year, compared to original 2020 plans.

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