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SRC-0c1de3a8fc155564 · Source record

Advertising on YouTube and TV: A Meta-analysis of Optimal Media Mix Planning

Google Research · 1 connected claims

Canonical route

https://research.google/pubs/advertising-on-youtube-and-tv-a-meta-analysis-of-optimal-media-mix-planning/

Claims connected to this source

  1. MWITA-XMO-2026-002Across 26,222 campaign-by-demographic optimization cases derived from 2,914 quarterly US TV campaigns and nine demographic groups, 29.25% were modeled to benefit from shifting TV budget to YouTube; among selected cases, the average optimal shift was about 50% and mean modeled reach gain was 7 percentage points.Evidence B

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