IAB Proprietary Research2,Executive Summary: Upfronts/NewFronts Findings,In this third study of advertising Buyers, IAB focuses on Upfronts/NewFronts spend and trends, plus 2H impact on total advertising spend Overall, ad buyers expect 2020 ad spend to decline, estimated at -20% down from 2019 due to the economic impact of Covid Amid the overall decline, digital ad spend is growing: Buyers expect it to be up 13% in 2H vs 2019 Linear TV ad spend expected to be flat for Q3, down in Q4, while CTV/O
