What’s Happening to Paid Media Performance During COVID-19

In the latter half of March, eMarketer surveyed 203 respondents. 67% were agency-side, and 33% were marketing professionals, but all work functionally in media decision-making.

Participants were asked two questions:

  • What media types were they choosing to pause/reduce spend from, based on their initial response that they would be doing so
  • What media types would keep or receive funds shifted away from other channels?

The initial data reflected the largest decreases in display and paid social, followed closely by digital video.

Paid search fared best, with the lowest decrease response, and highest retained budgets.

This was logical, given that search is heavier on demand-side, versus other channels that lean more toward top or mid-funnel efforts.

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