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§ 07 · a section of the read
Brand activity: demand × supply
Demand set against supply: the media-decision read.
What it is
Search demand for each brand set against its live advertising, so you see not just where attention is moving but whether anyone is paying to meet it.
How it's built
Year-on-year search interest per brand against the ads each verified advertiser is actually running now (Google Ads Transparency). Where the two disagree is the decision: rising demand with no spend is open ground; spend into falling demand is defence.
What you get
- Which brands are riding rising demand with spend (pressing).
- Which are spending to defend a softening brand (defending).
- The whitespace: demand rising and nobody advertising into it.
- The format tilt of what is actually running.
From the data
France: Decathlon’s search is falling yet it keeps advertising at full weight, defence not growth, while Chanel and Citroën ride rising demand with spend.
This is one section of a full Cadence read.