AdExp · R&D · Chan, Lakonishok and Sougiannis (2001)
Advertising Expense
Long minus short decile portfolio, value-weighted, market-adjusted. Quarterly, 1964Q3 to 2024Q4.
Expected return · posterior mean, % per year, averaged over the window
Next quarter
2026Q4
2.93%
95% interval −5.11% to 10.65%
Next year
2026Q4–2027Q3
3.02%
95% interval −5.09% to 10.74%
Next five years
2026Q4–2031Q3
3.33%
95% interval −5.08% to 11.10%
Forecast made 16 Sep 2026, conditioning on this portfolio's OAP returns, which end 2024Q4. The 7 quarters between then and 2026Q4 are unobserved and are integrated out under the model.
Cumulative market-adjusted return
+171% since 1964Q3 · log scale
Past performance, annualized
| Window | Mean | Vol. | Sharpe | t |
|---|---|---|---|---|
| 1964Q3–2024Q4 | 4.65% | 18.41% | 0.25 | 1.96 |
| 2020Q1–2024Q4 | −1.95% | 16.55% | −0.12 | −0.26 |
| 2024Q1–2024Q4 | 2.30% | 11.23% | 0.20 | 0.20 |
| 1964Q3–2024Q4 | 4.91% | 19.02% | 0.26 | 2.01 |
| 2020Q1–2024Q4 | 4.47% | 21.24% | 0.21 | 0.47 |
| 2024Q1–2024Q4 | −11.54% | 13.42% | −0.86 | −0.86 |
| 1964Q3–2024Q4 | 5.16% | 28.03% | 0.18 | 1.43 |
| 2020Q1–2024Q4 | −3.93% | 24.54% | −0.16 | −0.36 |
| 2024Q1–2024Q4 | −14.14% | 11.39% | −1.24 | −1.24 |
| 1964Q3–2024Q4 | 7.21% | 24.94% | 0.29 | 2.25 |
| 2020Q1–2024Q4 | 1.21% | 31.62% | 0.04 | 0.09 |
| 2024Q1–2024Q4 | −24.35% | 24.13% | −1.01 | −1.01 |
Forecast Sharpe ratio, annualized
| Window | Mean | 95% interval | P(neg) |
|---|---|---|---|
| 2026Q4 | 0.16 | −0.11 – 0.44 | 0.12 |
| 2026Q4–2027Q3 | 0.16 | −0.11 – 0.43 | 0.12 |
| 2026Q4–2031Q3 | 0.16 | −0.10 – 0.42 | 0.12 |
| 2026Q4 | 0.19 | −0.10 – 0.46 | 0.09 |
| 2026Q4–2027Q3 | 0.19 | −0.09 – 0.46 | 0.09 |
| 2026Q4–2031Q3 | 0.19 | −0.08 – 0.45 | 0.08 |
| 2026Q4 | 0.10 | −0.18 – 0.38 | 0.24 |
| 2026Q4–2027Q3 | 0.11 | −0.17 – 0.38 | 0.23 |
| 2026Q4–2031Q3 | 0.11 | −0.14 – 0.37 | 0.21 |
| 2026Q4 | 0.16 | −0.21 – 0.47 | 0.18 |
| 2026Q4–2027Q3 | 0.16 | −0.19 – 0.47 | 0.17 |
| 2026Q4–2031Q3 | 0.18 | −0.13 – 0.47 | 0.14 |