Marketers Who Are Present Today Have A Future Tomorrow.

Historically, brands that maintain or even increase advertising during downturns position themselves for long-term growth. “It’s not just about weathering the storm — it’s about claiming market share,” writes Ray Borelli, SVP, Research & Insights, Audacy.

Borelli writes in a new Insights piece for Audacy that it’s only normal that economic uncertainty would give businesses pause about future marketing plans. “But history, research, and real-world results all point to one key truth: When consumer confidence rebounds — and it always does — brands that stayed present will be the ones consumers remember.

“In today’s climate, smart marketers are asking the right question: not ‘Should we keep advertising?’ but ‘How do we advertise more efficiently?’”

Advertising at a time when others are pulling back can produce a competitive advantage. “When competitors pause campaigns, there’s more room in the minds (and ears) of your consumers,” Borelli writes. “Staying visible now can yield outsized returns later.”

Audacy’s reasons that advertising matters in uncertain times:

• Maintain brand relevance: Consistent advertising keeps your brand top-of-mind as others fade.

• Build customer loyalty: Continued advertising in tough times can show customer commitment, increasing customer loyalty and preference.

• Share of Voice = Share of Market: “Countless studies, including from Nielsen and Analytic Partners, show that companies that maintain or strategically increase ad investment during economic downturns win in the long run,” Borelli writes. “Share of voice correlates strongly with share of market. When others pull back, your share of voice becomes more powerful.”

Audacy says that in an era of tight budgets, TV reach is shrinking and digital CPMs are soaring, while Audio (including radio, streaming and podcasts) continues to deliver on both scale and efficiency.

“This is the time to focus on performance and price in the same conversation,” Borelli writes. “Radio, streaming radio, and podcast ads outperform other media in terms of conversion success and CPM. What our clients see time and time again, is that when marketers shift even a small portion of TV budgets, for example, over to Audio, the results are powerful — often driving 20% stronger reach for the same budget, just allocated a little differently.”