Only one-half of ad buyers in the United States are confident about the stability of their budgets for the second half of 2020, according to a buy-side survey of media planners, media buyers and brands conducted by the IAB at the end of May and beginning of June.
Only one-tenth (11%) of ad buyers are 'very confident' with the stability of their budgets for H2 2020, with two-fifths (38%) 'confident'. However, 14% are 'very unsure' and 37% say there are 'unsure'.
This uncertainty also extends into 2021 – just 41% of ad buyers are confident their budgets for...