TV remains FMCG’s reach engine, but digital mix lifts penetration

Television remains key for FMCG household reach, with digital adding limited incremental impact. Combining TV and digital advertising significantly boosts brand penetration for most studied products. A balanced media mix across both channels proves more effective than a skewed approach. Personal care brands achieve higher penetration with less frequent ad exposure. Non-skippable YouTube ads also outperform bumper ads for brand penetration.