TV Buyers Expect 2020 Ad Spend to Fall 20% From Last Year

But their connected TV and OTT investment will climb 46% in 2021, according to IAB survey

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While the advertising market has started to show signs of life after being decimated by Covid-19 in March and April, the pandemic will continue to affect the bottom line well into next year.

This year’s ad spend will fall 20% compared to 2019—though digital ad spend in the second half of 2020 will be up 13% year over year, according to a new Interactive Advertising Bureau survey of 148 media buyers, planners and brands about how the pandemic will continue to affect ad spend.

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