94% of advertisers are concerned about how tariffs might impact their budgets according to an IAB survey. Of those planning cuts, 60% expect a 6-10% decrease in ad spend, while 22% anticipate cuts of 11-20%.

This week, Elena, Angela, and Rob explore what the research says about marketing during economic downturns. They discuss how brands that maintain or increase spending during tough times consistently gain market share, why creative thinking matters more than ever, and the smartest ways to adjust your strategy if budget cuts are unavoidable.

Topics covered: 

• [01:00] Current economic landscape and marketer uncertainty
• [05:00] Predicted impact of tariffs on US media ad spending
• [07:00] Research showing companies that increased ad spend by 50% during recession saw 1.5% market share growth
• [09:00] Creative marketing examples from economic downturns
• [13:00] Ways to reduce marketing spend without damaging your brand
• [17:30] Where to double down if you have available budget
• [21:00] Finding personal comfort rituals during uncertain times 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
Tellis, Gerard & Tellis, Kethan. (2009). A Critical Review and Synthesis of Research on Advertising in a Recession. Journal of Advertising Research. 49. 10.2501/S0021849909090400. https://www.researchgate.net/publication/228272297_A_Critical_Review_and_Synthesis_of_Research_on_Advertising_in_a_Recession  
 

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