10/12/2026
Good reminder on media planning: stacking platforms doesn't automatically mean more reach.
The same households show up across Netflix, Hulu, Peacock, and Disney+. A plan can look diversified on paper while mostly reaching the same people twice.
Duplication isn't always bad — frequency matters. But there's a real difference between frequency you planned and duplication you didn't.
Worth asking before every buy: what is this platform actually adding that I don't already have?
Source: Amanda Peterson via LinkedIn