Table 1

Mean Market Share Indices of Brands Stopping Advertising

VariableYears Without Advertising
1234
Number of cases (all cases)37718091  34
Mean market share index (all cases)  90  80  72  70
Standard deviation (all cases)  29  40  42  39
Percent cases declining a  49  61  71  71
Brand sizeb
Large  93  92  88
Small  89  77  67
Prior trajectory b
Growing  92  90  76
Stable  96  86  84
Declining  83  68  61
Brand size × Prior trajectory b
Large growing  96104  96
Large stable  95  97  99
Large declining  87  77  68
Small growing  91  87  68
Small stable  97  82  79
Small declining  81  66  59
Product types b,c
Staples (high penetration, high frequency)
Crackers  77  94  69
Carbonated beverages  87  90  89
Cereal  88  68  91
Ice cream  95  80  62
Soup  95  80  82
    Average of staples  90  80  81
Variety enhancers (high penetration, low frequency)
Oral hygiene  83  73  65
Laundry detergents  85  68  52
Pasta  92  94  74
Hair care  96  81  57
Household cleaners100  96111
    Average of variety enhancers  91  79  66
Niches (low penetration, high frequency)
Coffee  81  62  20
Cookies  83  78  77
Dog food  89  86  86
Cat food  98110157
Baby food102105102
    Average of niches  88  83  81
Fill-ins (low penetration, low frequency)
Cough remedies  80  67  51
Air freshener  81  66  52
Skin care  94  81  68
Tea  98  83  77
Deodorant  99  85  72
Nappies (diapers)105101103
Shaving equipment111  90
    Average of fill-ins  91  78  66

  • Note: Values in italics represent a sample size of 1 (n = 1).

  • ↵a Cases declining are those with an index score of 90 or less relative to the last advertised year.

  • ↵b Results for conditions are reported only for up to three years because of small sample sizes in the fourth year.

  • ↵c Categories are ordered by the change in Year 1 index (ascending).