How Channels Compete in the Modern Media Environment
DOI:
https://doi.org/10.26441/RC25.2-2026-4680Keywords:
Media Competition, Media for Brand Growth, Patterns, Empirical GeneralisationsAbstract
Robust patterns of buyer behaviour have been observed across such a wide array of conditions that they have been deemed marketing laws, describing how brands compete and grow (Sharp, 2010).
In this study, we demonstrate that these same laws hold for rival media brands - that is, there are systematic patterns that describe how media channels share and compete for audiences. This knowledge has important implications for advertisers seeking to make effective media decisions when placing their advertising, as well as for media platforms or channels if they wish to grow. There are also a small number of exceptions to these patterns, which are identified and their implications discussed.
Data like that commonly used by practitioners to determine the audience reached by their campaigns is used to demonstrate the patterns across diverse media types (TV, social media, radio, OOH, etc). The data allow for the demonstration of the laws both across types of media and within a medium (e.g., Instagram, X, Facebook, LinkedIn, etc., in social media). Sample data from Finland is also incorporated to demonstrate the generalisation of the findings across a different market.
In an increasingly complex global media market, it is important for advertisers to understand what they can reasonably expect from media to ensure their investments are effective. For media providers, it is vital to understand how to grow their brands.
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