Impact of changes in ad spend during crises on brands' market share 1980-2000
Brands that decreased advertising and marketing spending during recessions between the 1980s and early 2000s saw the lowest growth in market share once the crisis was over, as described by the report published in 2022. In comparison, brands that increased or maintained their media spending in periods of crisis recorded a 1.6 percent and a one percent increase in market share, respectively.
