Many, including yours truly, thought that this was the return of Sony on the airwaves and that we’d see a thoughtout marketing campaign that would build overtime. Unfortunately, it was a one time ordeal and since then, beyond scattered ads here and there, Sony has been mainly absent while its competitors run ads whenever possible.

We’ll see what “aggressively compete” means because running a heavy marketing push for two weeks and then disappearing for the rest of the year isn’t enough to gain Sony mindshare, other than a short term sales spike at best. Hopefully going forward, Kaz Hirai and company will take on this challenge more seriously because PlayStation aside, there’s no reason for Sony to be behind in sales compared to its competitors in nearly every category.

Here’s what Sony’s been able to do without much of a meaningful marketing campaign.

Market research company IHS Markit found that Sony’s market shares more than doubled during the first quarter of 2017 compared to the previous quarter. In addition, three out of the 10 best TV models selected by Consumer Reports are from Sony.

Imagine the gains that lie ahead of them if they had a more long term vision like Apple and Samsung who routinely showcase their latest products in various ad campaigns.

With only less than two weeks before the biggest sports even in the U.S. starts, the three manufacturers are expected to carry out various promotions and offer discounts just like last year beginning this week. American retail market research company Gap Intelligence says consumers always get big discounts within the two weeks before Super Bowl. In fact, the period comes second to Black Friday in terms of the biggest TV discount rates being offered on the market throughout the year. Etnews did not disclose what Sony is specifically planning to do to lure more consumers into picking up its TVs. However, it did mention that consumers can expect unprecedented promotions from Sony this time around. True enough, Sony has just announced big discounts that save buyers up to $5,000 on six of its 2017 TV releases.

And while I believe discounts can help in the interim, especially with the spike in TV sales leading up to the Super Bowl, what troubles Sony isn’t price and instead is purely mindshare.

Also, as counterproductive as this might sound, I hope Sony doesn’t pay for some ludicrously expensive spot during the Super Bowl. Instead, that money is better spent over a period of time which is likely why you never see Apple pay for that spot either and they have no shortage of money. What they do have is a good idea of how to market, and the understanding that it takes more than one ad.