Quarterly advertising pauses and market share

Advertising is widely seen as important, yet its continuity is often disrupted when brands run out of budget or shift strategy. Responding to calls for academically rigorous and managerially relevant research, this large-scale study tracks market share changes following quarterly advertising pauses for 1,000+ brands across 22 product categories. On average, quarterly market share index changed −10% after a single quarter of no advertising to −14% after four. The findings demonstrate that pausing advertising for a quarter risks market share loss. For managers, the results provide clear evidence to support continuity media planning and a strong case for protecting ongoing investment. Theoretically, the findings suggest that quarterly inactivity is not neutral but associated with market share erosion, challenging the belief that media schedules should be prioritized around demand cycles. The results support continuity and recency, emphasizing sustained exposure to maintain memory structures and protect market-based brand assets.