Latest Payback Series report: Not all media channels are equal in the quest to generate sales demand Latest research looks at how budget, opportunities for growth, channel scale and short and long-term factors play out in finding the optimal media mix Media channels vary greatly in their ability to generate sales growth over the short to long term, with the rate of diminishing returns, scale and risk key elements in achieving the optimal media mix for your brand. This question of what the optimal media mix looks like in the context of generating sales demand is the focus of the fifth tranche of ThinkTV’s