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Signs of media buyer optimism in early May seem to have been outliers, based on the latest wave of research from Advertiser Perceptions, which has been tracking US ad buyers' attitudes during the pandemic.More than two in five respondents to wave 5 of the research, fielded in late May, said there would still be a "major impact" on ad spending in Q3, in line with responses to waves 2 and 3 of the same research.
"Ramping back up" isn't the same thing as returning to normal, and two other findings show buyers were more cautious about when they expected a return to normal levels of spending:Most respondents in the wave 5 research expected moderate or major impacts to continue through the end of this year. One-third expected at least moderate impacts to continue into 2021.
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