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Media Mix Modeling for Radio Needs Reset, Says John Fix

Summary by Radio Ink
Media mix modelers should reconsider radio as a new media channel and avoid constraining current radio ROI with historical performance benchmarks due to improvements in as-run delivery data, according to former Procter & Gamble media analyst John Fix.
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Radio InkRadio Ink

Media Mix Modeling for Radio Needs Reset, Says John Fix

Media mix modelers should reconsider radio as a new media channel and avoid constraining current radio ROI with historical performance benchmarks due to improvements in as-run delivery data, according to former Procter & Gamble media analyst John Fix.

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Radio Ink broke the news in on Tuesday, February 3, 2026.
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