The corona crisis has led to less media investments this year, compared to previous years. The estimates range from 12% to as much as 20% less media investments (Adformatie, 2020), but that is based upon the current situation. However, as we already have seen in previous analyses, it is actually beneficial for firms to invest in media and advertising during a crisis. There are 2 reasons for this, namely: 1) there is less clutter and 2) there is a direct relation between share of voice and share of market. Because of these findings we have received a lot of questions on how to determine the most optimal level of spending. The answer comes from 2 relatively easy approaches: