Media has the power to drive brand growth for advertisers, but which media is most effective in powering this change and what is the share of spend that is needed to drive growth? Ground-breaking modelling from ThinkTV, Macquarie University, and leading global media and brand consultancy firm Kantar, helps answer these, and many other questions marketers and media agencies want to better understand as pressure to ensure effectiveness for every dollar spent becomes more and more important in times of economic uncertainty.