A brand that reduces its media spend in 2020 by $50 million will, on average, stand to lose $130 million in revenue in 2020, according to Analytic Partners’ report, “Future-Proof Your Brand: Marketing Through Crisis and Beyond,” that suggests a potential recession should not necessarily prompt brands to stop advertising. Insights on the last recession include: 54% of brands saw ROI improvements; brands that increased media investment realized an approximate 17% growth in incremental sales; 52% of brands that increased marketing investment saw year-to-year ROI growth over a 2-year period; and on average, brands that reduced media investment suffered an approximate 18% loss in incremental sales