Survey Finds Marketers Planned Lower TV Ad $ Pre-Pandemic, Considered TV Relatively Less Effective

In the period prior to the impact of the pandemic on the U.S. advertising marketplace, advertiser sentiment about TV's relative value had already been eroding, according to a study released today by ad technology firm Viant.

The study, which is based on a survey of 500 U.S. marketing "decision-makers" conducted …

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