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‘Going dark’ leads to decline in value market share | WARC | The Feed

‘Going dark’ leads to decline in value market share
08 May 2023
‘Going dark’ leads to decline in value market share
Marketing budgets United States Theories & ideas of media planning

Consumer packaged goods (CPG) brands which stop mass-reach advertising typically witness a double-digital contraction in value market share after just one year of “going dark”.

The finding was revealed at a conference held by the Advertising Research Foundation in New York.

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