For years, CPG advertisers have been changing their advertising spending patterns. The original impetus was their adoption of Marketing Mix Modeling (MMM), which showed that TV apparently was not providing the high ROI it had always been known for. At that point CPG advertisers stopped keeping up with CPM increases year-to-year and increased ad spending very little year-to-year. This continued a historic shift to promotion, which went from around 25% of marketing to 75% over a period of decades starting in the 1980s with the appearance of scanners in supermarkets.
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