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15 Media Mix Modellings 10x consideration // 5x sales) CPG, Retail, Automotive, Luxury and Finance Analysed period 20232025 Sources: Nielsen, YouGov, Circana, Murmaras, Eurostat

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Aggregated MMM Study Germany

November 2025 | conducted by bynd (OMG) 1

Executive Summary

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TikTok consistently drives outsized brand consideration and offline sales

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TikTok is the most efficient channel: lowest cost for consideration + highest sales ROI

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Clear headroom to scale: response curves show incremental gains within 1–2 weeks

33%

more efficient than instagram in reaching brand consideration

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TikTok is materially underweighted within the media mix, despite consistently delivering the strongest brand and sales impact across campaigns.

22%

TikTok with highest ROI 22% more efficient than instagram in generating sales

Disproportionate Impact

TikTok is heavily underrepresented in current media mix

Yet it delivers disproportionately high contribution to: Brand

consideration & Offline sales

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TikTok Delivers

Impact materialises fast (within 12 weeks) across brands & categories

Measuring TikTokʼs Impact through MMM

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Media Mix Modelling MMM) is a statistical approach used to understand how different marketing activities contribute to business outcomes such as sales or brand growth. It analyses historical data to isolate the incremental impact of each channel, controlling for factors like seasonality, pricing, and external influences. The output helps advertisers understand what is truly driving performance and informs more effective budget allocation and planning decisions.

TikTok is almost the least used medium with an average share of 0.2% of the consideration media mix and an average share of 0.4% of the sales media mix (only Pinterest is used slightly lower at 0,10,2%.

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TikToks still has low share in media mix

TV has the biggest share with an average of 60% of the media mixes. Other frequently used channels are Radio, Print and OOH.

Source: Aggregated MMM by bynd 2025, base: Germany, 15 models (10x consideration // 5x sales)

TikTok is most efficient for achieving brand & sales goals

Source: Aggregated MMM by bynd 2025, base: Germany, 15 models (10x consideration // 5x sales)

TikTok has the strongest impact regarding brand & sales goals

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TikTok most efficient for achieving brand & sales goals

TikTok outperforms all major digital & traditional channels

TikTok with lowest cost to drive brand consideration TikTok with highest ROI for Offline sales Instagram, Facebook & traditional media are best performers (due to high level of investment)

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Most Efficient Channel in the Mix

Performance observed consistently across brands CPG · Retail · Automotive · Luxury · Finance

Source: Aggregated MMM by bynd 2025, base: Germany, 15 models (10x consideration // 5x sales)

Recommendations for advertisers: ●

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Brand Consideration TikTok is almost the least used medium with an average share of 0.2% of the media mix but shows the highest efficiency with 37K€ Cost per Point among all considered media channels. TikTok has the strongest impact on brand consideration among all media channels and is 52% more effective than Instagram. TikTok is particularly the most efficient medium among social channels. Big players like Instagram or Facebook average a cost of €60100K per %-point, which means TikTok is 23x as efficient as Instagram or Facebook. It is striking that TikTok is particularly efficient on consideration for CPG brands.

Source: Aggregated MMM by bynd 2025, base: Germany, 15 models (10x consideration // 5x sales)

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Sales TikTok is almost the least used medium with an average share of 0.4% of the media mix (only Pinterest is used slightly weaker at 0.1% with the highest ROI 30,31€) at the same time. TikTok has the strongest impact on sales among all media and is 60% more effective than Instagram. As with the Consideration models, TikTok is the most efficient social channel with an ROI of 30,31€ and about 20% more efficient than Instagram €24.66. Overall, TikTok is about 2050% more efficient than the rest of the considered social channels for generating sales.

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