Conclusion
Assessing the effectiveness of your advertising schedule is a vital part of the modern media landscape. The granular nature of Kantar’s CMM, underpinned by real shopper data on both media consumption and purchases, allows brands to know what channel is driving their business growth and at what cost.
Meta is the most effective platform for driving offline and online sales, given the highest ROAS delivered at 1.8x across traditional and digital platforms.
Meta delivers the highest valuable reach. 22% across all platforms, and incremental reach across digital platforms (+6%), with a healthy absolute total reach (59%).
Meta generates higher synergy with TV with a 12% additional impact on sales, driven by higher reach overlap with TV at 43%.
Meta brings in the highest number of new shoppers across digital platforms at the lowest cost of $3.90 (per new recruit).
Among GenZ and Millennial Shoppers, Meta delivers the highest media-driven sales of digital channels at around 44%
