In late July, Verizon announced that it would acquire the internet assets of Yahoo for $4.8 billion. The once-dominant internet brand has been struggling under the leadership of former Google executive Marissa Mayer, and its media performance has mirrored its financial — declining. For nearly 2 years the brand has under-performed across all media segments and lost further ground to competing brands in the sector. Yahoo posted flat media ratings for June, closing the month at a 4-year rating low of 87.
Over the preceding 12-month period the only earned media rating spikes have been from rumored sales, a spat of ill-timed acquisitions, and ongoing disappointment directed at CEO, Marissa Mayer.
If you need proof that declining media visibility is a harbinger of diminishing corporate performance, look no further than Yahoo!