Media synergy comes out as the hottest media topic this year. In March, ARF Ground Truth found that, on average, a second medium adds 19% to ROI, a third medium 23%, a fourth medium 31% and a fifth medium 35%. In 2012, TiVo Research and 84.51 found that there is a large synergy effect (equal to 40% of the TV sales effect alone) between in-store advertising/promotions and television. The synergy effect however is credited to in-store by today’s research. Attribution needs to evolve to include buckets for synergy combinations. The world is much more complicated than we have wanted to see it.