Wednesday, January 22, 2014
If you go by the numbers, TV is Coca-Cola. It is a massive “brand” with universal awareness, recognition, even love. But at the same time, it is stuck and refuses to grow market share while it is being attacked by newcomers in the category that we could never have imagined when Coke launched. Depending on whose numbers you believe, TV as well as Coke has been delivering flat or marginal market share numbers, and in some target groups delivering even the dreaded “negative growth”.