At Empower, we run a lot of models across clients, categories, and verticals.
One of the key drivers that we’ve identified through our research is a wide, diverse mix of media channels.
A diverse channel mix is one of the most significant drivers of overall media performance, adding as much as 35% additional volume at the same budget level.
This finding is consistent across 100% of tested examples
and the trend is identical, with narrower media mixes consistently and significantly
underperforming compared to wider mixes.
Additionally, a wide mix is
more likely to maintain consistency during low seasonal periods where consumers
are less likely to be in-market without marketing’s push.
