How Media Mix Models Reveal Hidden Campaign Synergies
Marketing Analytics with Fexingo · 2026-06-24 · 10 min
Episode notes
Lucas and Luna dive into a 2025 study by Nielsen and Procter & Gamble that found campaigns using both TV and digital video saw a 23 percent lift in return on ad spend compared to either channel alone. They explore why standard attribution models miss these cross-channel synergies, how media mix models capture them, and what it means for marketers allocating budgets in mid-2026. Specific case: P&G's Always #LikeAGirl campaign relaunch. #MediaMixModeling #MarketingAnalytics #Attribution #CrossChannelSynergy #P&G #Nielsen #AlwaysLikeAGirl #TVAdvertising #DigitalVideo #ROAS #BudgetAllocation #MarketingROI #CampaignMeasurement #Business #Marketing #FexingoBusiness #BusinessPodcast #Episode72 Keep every episode free: buymeacoffee.com/fexingo
More from Marketing Analytics with Fexingo
All episodes →- Why Digital Shelf Analytics Beat Attribution Models64 / 100
- How Server Side Tagging Fixes Marketing Attribution70 / 100
- How Broken URLs Bias Your Marketing Attribution74 / 100
- How Viewability Standards Misrepresent Ad Performance
- Why Ad Server Clicks Mislead Marketing Spend