Buyers Say Podcast Ads Less Prone To Cuts As Tariffs Pressure Marketing Dollars.

President Trump’s push to use tariffs to increase business investments has business leaders on edge, and that could ripple through into advertising. A survey by the Interactive Advertising Bureau finds 94% of U.S. advertising decision-makers surveyed are concerned about the impact of tariffs on ad spending. Of those, 57% are “extremely concerned” and 37% are “somewhat concerned.”

The buyers project ad spending cuts related to the tariffs would impact media across the board, according to the survey. The IAB says traditional media would bear the biggest brunt. More than four in ten (43%) surveyed say they expect traditional budgets would be slashed.

But digital audio is better positioned than nearly every other channel. Among those surveyed, 16% predict cuts to podcast ad spending, with 14% saying digital audio budgets would be cut. The only media that buyers think will be under less pressure from budget reductions is CTV.

Six in ten buyers say declines in 2025 ad budgets will likely be in the 6% to 10% range. The IAB says 14% of buyers think cuts will be 5% or less, while 22% predict cuts could be as much as 11% to 20% this year due to tariff-related pressures. But as a worst-case scenario, 4% of the buyers surveyed think budgets could be cut by 20% or more.

The survey was conducted by the IAB Insights Engine and Attest between Feb. 13–28 among 100 U.S.-based buy-side advertising decision-makers who manage or oversee ad budgets of at least $250,000 annually. The respondents included brands and agencies.

Even though tariffs have more of an impact on some industries, ad buyers expect to see spending likely to soften across the board. But the cuts will go deeper in some sectors. Retail ad spending is most likely to take a hit, buyers say, with four in ten predicting that category will face budget cuts. A third of buyers also expect consumer electronics advertising to ease, while 28% think that media and entertainment advertising spending will be reduced.

Fewer buyers think that consumer packaged goods advertising spending will be scaled back, with just 5% predicting those budgets will shrink, while 13% expect restaurant and fast-food ads to be downsized.

Podcasters may not know immediately how the tariffs are impacting ad budgets. Few think they will squeeze ad spending in the remaining weeks of the first quarter, but a third (34%) of buyers think it will become clear in Q2, while 37% say the budget contractions will hit in Q3.

Asked how they think those cuts will play out, 45% of buyers predict advertisers will reduce overall ad spending. And more than a third (35%) think they will put an increased focus on performance-based campaigns rather than branding spots. The IAB says 29% also predict advertisers will shift spending to digital channels with better measurement, while 28% believe marketers will adjust their campaign messaging.

Salespeople could also face a new element in their negotiations. One in five (21%) buyers think advertisers will be negotiating for more flexibility.

“Due to the potential impact of the recently imposed tariffs, the 2025 ad market is expected to tighten, adding to overall economic uncertainty,” the IAB says. “This impact will likely be most noticeable mid-year, with the retail, consumer electronics, and media sectors seeing the largest reductions. Digital channels will continue to remain a priority for advertisers adapting to economic pressures.”