With brand equity and differentiation at all-time lows, many advertisers from multiple categories are on the defensive. For example, CPG food brands found in the center aisles of the supermarket, having launched back when convenience and price were more important to consumers than fresh ingredients and healthy eating, are in decline.
Thanks to category trends and emerging consumer preferences, many brands can expect the threat of extinction to remain constant. But there is a big chance that even endangered brands are doing better than they think. And they need look no further than advertising measurement to find out if they are.
Of course brands look at the numbers. But how many of them are tracking how their advertising is helping slow losses which would otherwise be more severe? Surprisingly few.