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1、IABProprietaryResearch2ExecutiveSummary:Upfronts/NewFrontsFindingsInthisthirdstudyofadvertisingBuyers,IABfocusesonUpfronts/NewFrontsspendandtrends,plus2HimpactontotaladvertisingspendOverall,adbuyersexpect2020adspendtodecline,estimatedat-20%downfrom2019duetotheeconomicimpactofCovidAmidtheove
2、ralldecline,digitaladspendisgrowing:Buyersexpectittobeup13%in2Hvs2019LinearTVadspendexpectedtobeflatforQ3,downinQ4,whileCTV/OTTinvestmentwillincreasesignificantlyyearoveryearNearlyhalfofBuyersareconfidenttheirbudgetsarestablefortherestof2020,butconfidencein2021ismuchlower72%ofBuyerssayNewFr
3、ontsaremoreimportantthaneverbefore,butmostwantUpfronts&NewfrontstomergeCompanyType:Moreagency-representationthaninpreviousstudies:TounderstandhowandwhereUSadspendisbeingimpactedaswellashowthistrendsovertime,IABisconductingbuy-sidesurveys.Thisisthethird,fieldedMay29-Jun8.N=148completesfromth
4、oseresponsibleforUSadvertisingspendin2020:mediaplannersmediabuyersbrands51%28%AgenciesWhowesurveyedonthebuy-side20%34%33%3%10%29%1%3%24%43%Mgr,AE,PlannerorBuyerMediaConsultant,MediaStrategistOtherStaff:e.g.,Analyst,Associate,Assistant,CoordinatorIABProprietaryResearch3BrandsOthercompanies,e
5、.g.Marketing/PRfirms21%RespondentRole:DifferencesinresponsesM/Marenegligible.May29-Jun8:C-Level,President,EVPSVP,VP,DirectorUpfronts/NewFronts:2020/21VideoAdSpendTrendsIABProprietaryResearch32%29%36%37%33%33%Estimated2020/2021HistoricallyVideoAdSpendAllocationY/YBroadcastYearCalendarYearSca
6、tter5n=148Pulse3Q:Historically,whatpercentageofyourvideospendhasbeenallocatedby…;Forthecoming2020/2021yearperiod…Despitewidespreadcallsforchange,calendar-yearTelevisionbuyingdoesnotappeartobegrowing24%9%25%31%34%35%50%AlloftheaboveExtendedpaymenttermsAddedvalueShortercancellationoptionsBusi
7、nessoutcomeguaranteesCustomaudienceguaranteesPriceefficiencyMostImportantElementsforVideoCommitmentNegotiationsIABProprietaryResearch6n=148Q:Whichofthefollowing(ifany)doyouconsidertobethemostimportantelementswhennegotiatingvideocommitments?Priceefficienc
