“Going dark” leads to double-digit value share declines for CPG brands

Consumer packaged goods brands that “go dark”, meaning they stop all their mass-reach advertising, usually witness a double-digital contraction in value market share after one year.

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

This finding emerged from a study presented by Nicole Hartnett, a senior marketing...

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