The point at which additional spend in a channel returns less than it costs. Response curves from marketing mix models or spend tests show where saturation begins, and budget allocation means moving money from saturated channels to unsaturated ones.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Saturation." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/saturation/