B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
20%
20% -- market share decline after 2 years without advertising for Brands without advertising (365 brands across 22 categories) (2025)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
365
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
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Ehrenberg-Bass Institute / Journal of Advertising Research
Primary
Tier B
https://www.thinkbox.tv/training-and-tools/useful-resources/strategies-for-marketing-through-a-downt… ↗
Source Article
Strategies for marketing through a downturn
In 2022-2023, we faced a perfect storm. Increasing energy costs, inflation, supply-chain crises, war in Europe, and a Covid hangover are battering economies.
Then in 2024-25, a period of low economic growth and higher business taxes was followed by the global shock of trade tariffs introduced by US …
Original Research
Ehrenberg-Bass Institute / Journal of Advertising Research
· Original study ↗
Methodology
Longitudinal analysis of 365 brands in 22 categories; market share decline measured relative to the last advertised year
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Brands without advertising (365 brands across 22 categories): 20% market share decline after 2 years without advertising. Source: Ehrenberg-Bass Institute / Journal of Advertising Research (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/eb-market-share-decline-2yr-no-ads
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<blockquote cite="https://lighthousedata.io/data/eb-market-share-decline-2yr-no-ads" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- market share decline after 2 years without advertising for Brands without advertising (365 brands across 22 categories)<br><small>Source: Ehrenberg-Bass Institute / Journal of Advertising Research (2025) · <a href="https://lighthousedata.io/data/eb-market-share-decline-2yr-no-ads" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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