This chart from the Ehrenberg-Bass Institute shows the long-term impact on sales and it’s a warning for marketers pushing for short-term savings by cutting media spend.
Brands that stop advertising see a steady, prolonged decline in sales over several years.
Small and medium brands are hit the hardest, but even big brands aren’t immune.
There’s no sudden collapse. Just a slow, predictable fade.
Marketing doesn’t just drive short-term response.
It protects future revenue. If your brand isn’t visible, it becomes forgettable, and forgettable brands don’t grow.
If you’re advising clients or stakeholders on budget cuts…
The cost of silence shows up later, in lost share, not immediate savings.
Source: Ehrenberg-Bass Institute for Marketing Science
