'While buyers said they were making 33% cuts to their digital media spend one month ago, that number has since changed to just 29%. Meanwhile, their cuts spend in traditional media (linear TV, out-of-home, direct mail, print and radio) are now estimated to decline 44%, compared to just 39% in the previous survey.
Because search, social media and digital audio messages can be produced and executed remotely, it’s easy for companies to shift to these formats, which showed softer declines than other forms of media.
The survey found half of the marketers who are still buying ads are creating new messaging for the pandemic. Twenty-seven percent have created the messaging already and are in the process of producing it. And 19% of buyers are repurposing existing ad creative.'
