The share of advertising indicates the share of media expenditure for a company, product or brand in the total media expenditure of an industry or product group within a certain period of time. The data are determined by Nielsen Media Research and Thomson Media Control. The data is used for media planning.
A brand will hold up in the long term if its share of the media expenditure of an industry corresponds to the market share. Newly introduced brands need a higher advertising share than they are targeting as market share at the end of the introductory period.
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