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 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

Forecast Sharpe ratio, annualized

Window Mean 95% interval P(neg)
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
Category
R&D
Form
Continuous
Data
Accounting
Sorted on
High minus low
Names per leg
156 long / 158.5 short median · 5 at the 10th pctile
Original sample
1975–1996