(e.g., non-CPG and markets of
different maturity stages), countries (e.g., different economic
conditions), and in diverse media (e.g., radio, outdoor, Internet).
Confirmation of whether the AI relationship indicates a
brand’s maintenance level of expenditure is needed through
examining the market share stability of brands that consistently
spend at the AI-indicated level and, importantly, direct comparisons
between competing approaches, for example, the AI
relationship against the naive model of SoV D SoM. This article
does this through replication and novel extension to test
the longitudinal relationship between SoV and SoM change to
investigate how useful the relationships are to the practical
task of budgeting in today’s media environment.