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Winning or Losing - Background

Advertising in a Recession

Revisiting the evidence on marketing investment during downturns

The evidence in downturn conditions

In Winning or Losing?, Peter Field revisits historical recession evidence and analyses IPA effectiveness case study data to assess how advertising investment influences business performance during economic downturns.

 

The report compares outcomes for brands that maintained or increased spend with those that reduced investment.

Key findings from the analysis

Drawing on IPA effectiveness case studies, the report examines how advertising strategy and investment decisions during recessions affect profit, market share and long-term business effects.

Maintaining investment and business outcomes

The analysis finds that brands maintaining or increasing advertising investment during downturns are more likely to report stronger business effects.

 

The cost of cutting spend

Reducing advertising investment during recessionary periods is associated with weaker long-term performance and slower recovery.

Lessons beyond recession

The report discusses how downturn conditions can amplify the impact of strategic brand investment decisions.

 

Access the full report

Download Winning or Losing? Revisiting the Evidence on Advertising in a Recession, Peter Field’s analysis of IPA effectiveness case study data examining advertising investment decisions during economic downturns.

Download the report
Winning or Losing