{"podcast":{"title":"The Marketing Architects","slug":"the-marketing-architects-6260303","podcast_index_feed_id":6260303,"rss_url":"https://www.spreaker.com/show/5807291/episodes/feed","website_url":"https://www.marketingarchitects.com/Podcast","image_url":"https://d3wo5wojvuv7l.cloudfront.net/t_rss_itunes_square_1400/images.spreaker.com/original/f76176a3d14a134d416863fe8ac13be3.jpg","author":"Marketing Architects","episode_count":293,"summary":"Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.","last_synced_at":"2026-07-21T20:17:31.343227+00:00","page_url":"https://stenobird.com/podcast/the-marketing-architects-6260303"},"episode":{"title":"The Hidden Cost of Media Flighting","slug":"the-hidden-cost-of-media-flighting","published_at":"2026-03-24T11:00:03+00:00","page_url":"https://stenobird.com/podcast/the-marketing-architects-6260303/the-hidden-cost-of-media-flighting","show_page_url":"https://stenobird.com/podcast/the-marketing-architects-6260303","url":"https://www.spreaker.com/episode/the-hidden-cost-of-media-flighting--70766457","audio_url":"https://api.spreaker.com/download/episode/70766457/tma_ep160_final_mix.mp3","summary":"Most brands pile spend into peak weeks. But higher CPMs, more clutter and faster saturation mean you're often paying more to reach the same people. Many of whom would have bought anyway. This episode, Elena, Angela, and VP of Media Analytics Jordan Rosler dig into media flighting: why it became the default, where the strategy breaks down, and what the data says about marginal ROI. They also tackle why shoulder weeks often outperform peak ones, when always-on advertising makes more sense, and how upfronts can quietly undermine the efficiency they promise. Topics covered: • [01:00] Why media flighting became standard marketing practice. • [04:00] The difference between blended and marginal ROI explained. • [07:30] What happens to TV performance when spend spikes in a short window. • [11:00] When always-on advertising beats a flighting strategy. • [14:00] How upfronts add rigidity to media planning. • [16:00] When flighting does make sense for your brand. • [17:30] How to build a 2026 media plan that's both impactful and measurable. To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2026 Digiday Article: https://digiday.com/sponsored/how-a-precise-timing-structure-drives-material-differences-in-marketing-efficiency/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.","meta_description":"Most brands pile spend into peak weeks. But higher CPMs, more clutter and faster saturation mean you're often paying more to reach the same people. Many o…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1267,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-marketing-architects-6260303/episodes/the-hidden-cost-of-media-flighting/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-marketing-architects-6260303/the-hidden-cost-of-media-flighting.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}