Using multiple channels often makes sense because it can help a brand reach a broader audience whilst avoiding high (and wasteful) exposure frequencies (see Diminishing Returns from Media Spend). Using multiple media can also be more effective if it creates synergistic effects. For example, using one channel (e.g. one that's good at brand building) can make another channel more effective (e.g. one that's good at activating sales near the purchase decision moment).

The findings on the left may be misleading because big brands tend to achieve higher ROIs by virtue of their size and they also tend to have larger advertising budgets and use more media channels. This means that the increases may be simply due to brand size not the number of channels used. Binet and Field 2007 (on the right) found that using 3-4 channels is optimum. The Meaningful Marketing Measurement 2021 report by the DMA showed that campaigns using three or more channels have a bigger impact on brand and sales than those using just one or two. As media fragmentation continues, however, the optimum number of channels is likely to increase​.

Brands with small budgets should be careful not to spread the team's resources and production costs across too many channels otherwise there is a risk of diluting creative quality. Also, don't include additional media if they represent less cost effective ways of reaching your target audience.

For further insights about media planning, check out this short article, listen to this audio clip, or read this LinkedIn thread.

What to learn more? Try asking Virtual Dan White.​