Q2 is the quarter that trips up even the most disciplined media plans. Metrics soften, channels look inconsistent, and the instinct is to cut. But what looks like underperformance is often behavioral shift. Consumers slow down. Journeys fragment. Decision cycles get longer. The media playbook from Q4 stops working because the shopper mindset has fundamentally changed. We wrote the guide on what's actually happening, and what to do about it. Learn More: theusim.com/news/how-consumer-behavior-shapes-media-performance-in-q2 #MediaStrategy #Q2Planning #ConsumerBehavior #PerformanceMarketing #PaidMedia #MediaPlanning