Ad executive time spent with media has been increasing
since the start of the pandemic, mirroring patterns among American consumers, according to a unique series of parallel studies conducted among both constituencies.
A majority (57%) of ad
executives — both advertisers and agencies — say they have increased their television usage “a lot” or “some” since the outbreak, while 80% say they have done the same for streaming services such as
Netflix, Hulu, etc., according to a survey of more than 200 industry executives conducted by Advertiser Perceptions March 17 to 20, as part of a planned ongoing COVID-19 tracking report.
big boosts in time spent with media among ad executives have been to renting/buying movies/TV shows (56%), reading books or magazines for pleasure (61%), listening to radio/audio/podcasts (50%),
accessing content on the web (74%), and accessing content on their smartphones (72%).
The most significant decreases in media and other lifestyle activities among ad execs have been with movie
theater attendance (72%), live concerts/theater (74%), and attending religious services (30%).
The patterns deviates slightly from average consumers (see data below), but are generally the
same pattern, according to a survey of 600 American adults by MediaPost conducted via Pollfish on March 23.
Advertiser Perceptions plans to update similar surveys in the weeks and months to
come, and MediaPost will do the same.