# How to Build a Media Mix That Actually Works

Page: https://stenobird.com/podcast/the-marketing-architects-6260303/how-to-build-a-media-mix-that-actually-works
Text version: https://stenobird.com/podcast/the-marketing-architects-6260303/how-to-build-a-media-mix-that-actually-works.md
Podcast: [The Marketing Architects](https://stenobird.com/podcast/the-marketing-architects-6260303)
Published: 2026-07-07T09:00:19+00:00
Episode link: https://www.spreaker.com/episode/how-to-build-a-media-mix-that-actually-works--72579528
Audio file: https://api.spreaker.com/download/episode/72579528/tma_int_175_pub_171_evidence_media_mix.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-marketing-architects-6260303/episodes/how-to-build-a-media-mix-that-actually-works
Duration seconds: 1467

## Resource

Concern over short-termism has more than doubled in three years, from 25% of marketers calling it the biggest industry issue in 2022 to 55% in 2025. And yet, budget allocation has barely moved. This week, Elena, Angela, and Rob dig into why the say-do gap persists in media planning and what it looks like to build a mix based on marketing effectiveness principles instead. They walk through the 60-40 rule and how to make it your own, what warning signs signal a brand is over-indexed on performance, and why channels like TV and audio earn a closer look when competitors are busy piling into the same digital placements. Topics covered: [01:00] The say-do gap and why marketers keep doing what they know doesn't work [05:22] What rebalancing toward brand building looks like in practice [07:27] Warning signs your brand is over-indexed on performance [10:00] How to use reach to grow beyond your existing customers [12:28] Using share of voice to find channel opportunities your competitors have missed [14:08] Linear vs. CTV: how to use each as a distinct strategic tool [17:46] Building a measurement approach that captures both short and long-term impact To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2026 WARC Article: https://www.warc.com/en/article/whats-stopping-cmos-investing-in-brand-building-9ceffeb68530467cb3ecc12959e94670 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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