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Competitive advantages of maintaining ad investment during COVID-19

Analysis of marketing spend in difficult economic times shows brands that maintain or increase advertising, relative to competitors, gain market share compared to those who reduce or stop advertising.

Australia’s leading premium content creation companies have joined together to launch a campaign to show marketers the competitive advantage of maintaining or growing their advertising investment during CV-19.

The ‘When they go dark, the spotlight is yours’ campaign, inspired by the work of the UK’s Institute of Practitioners in Advertising (IPA), draws on independent analysis of advertising spend patterns during the 2008 recession in the UK.

The research found brands that maintained or increased advertising investment, relative to competitors, gained market share during and after the downturn. The IPA in the UK was kind enough to allow ThinkTV to share its research.

The Premium Content Alliance CEO Kim Portrate said: “We know what a difficult time this is for advertisers and consumers. We firmly believe advertising is a business driver that has a flow on effect for brands, and the evidence supports the need for marketers to continue to connect with audiences. Brands that connect in trusted premium content environments will be best placed when the worst of the COVID-19 crisis is behind us.”

[1] Source: emma CMV Nov 19; OzTAM

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