Two-Thirds of Ad Buyers Significantly Impacted by COVID-19

(Image credit: Comcast) NEW YORK—Comcast Advertising has released findings of a new study focusing on how COVID-19 has impacted agency media strategies. Nearly all respondents have felt at least some impact from the pandemic, while a good many are also adding advanced TV options as part of their strategies. According to the Comcast Advertising survey, 65% of ad buyers have experienced a “large impact” from COVID-19 on their 2020 plans, while 29% said it has had at least some impact. Still, 93% believe it is important to keep advertising, though they acknowledged that it is reliant on the money available to do so. Local and regional buyers are now showing more interest in advanced media options for advertising. Per Comcast, 80% of buyers said they intend to carry some part of their business via programmatic buying, while more than 91% plan to put some of their video budget toward Advanced TV channels, like video-on-demand, OTT, addressable or advanced linear.

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