B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
71%
71% -- share of brands with substantial sales declines for Australian alcohol brands that stopped mass media advertising (2021)
71% of alcohol brands experienced substantial sales declines after 3 years of stopping mass media advertising.
- Results are correlational, not causal
- Other marketplace forces and macro-level changes occurred during the study period
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
71%
Unit
Percentage
Data Vintage
2021
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
60
Freshness
95
Source
Journal of Advertising Research (Hartnett, Sharp et al.)
Primary
Tier A
https://analyticdashboards.wordpress.com/2021/08/11/when-brands-stop-advertising/ ↗
Source Article
When brands stop advertising
Original Research
Journal of Advertising Research (Hartnett, Sharp et al.)
· Original study ↗
Methodology
Journal of Advertising Research study of advertising cessation
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2021 (current) | 62% | |
| 2021 (current) | 71% | +14.5% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
Australian alcohol brands that stopped mass media advertising: 71% share of brands with substantial sales declines. Source: Journal of Advertising Research (Hartnett, Sharp et al.) (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/alcohol-brands-sales-decline-share-year3
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<blockquote cite="https://lighthousedata.io/data/alcohol-brands-sales-decline-share-year3" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>71%</strong> -- share of brands with substantial sales declines for Australian alcohol brands that stopped mass media advertising<br><small>Source: Journal of Advertising Research (Hartnett, Sharp et al.) (2021) · <a href="https://lighthousedata.io/data/alcohol-brands-sales-decline-share-year3" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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