Cutting spend in half protects a brand far better than switching it off
PrincipleBrand Strategy
Cutting spend in half protects a brand far better than switching it off
When budgets tighten, reducing spend produces far better brand outcomes than going dark. In a German telecoms case, an actual 100% spend cut sent communications awareness down further and required a visible burst of extra investment to recover, while a simulated 50% cut held the line.
Source
10 Charts to Make You a More Effective Marketer, 2026 Edition - Kantar UK Marketing Effectiveness Practice (2026)
Kantar UK Marketing Effectiveness Practice; foreword by Simon Atherley, Head of Marketing Effectiveness
Chart 08, p. 14, 10 Charts 2026 (Kantar UK), German telecoms case study, 2022-2024
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