Campaign consistency has been a brand marketing best practice for decades. Changing media economics are turning it into a business necessity.
Data from ad measurement firm Extreme Reach (XR) showed that 17.9% of Super Bowl ad campaigns ran for six months or more last year, triple the number that ran for the same amount of time in 2023. It’s a reminder that after years of unbundling, creative and media are married after all — or at least engaged.
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