week ending August 16th


why one of Google’s biggest spenders is redirecting some money towards TV and video ads

Booking.com is the latest digital company to shift media dollars to TV:


Our own @cmactweet on activation vs. brand building, and the courage required to come to the boardroom to demand long-term, brand building support.


here are 7 ways networks said they were ‘superior’ to Netflix at TCA summer press tour

7 ways that TV > Netflix

week ending August 9th


Mark Ritson: Seven Reasons why TV’s Doubters are Wrong

“Ofcom’s latest data yet again shows why TV should be at the top of most big brands’ media plans, yet some marketers insist on ignoring the facts.”


watch John Foley, Founder and CEO of Peloton talk about how TV transformed his business exponentially in his story

Peloton founder John Foley: “TV allows us to do a lot of storytelling, which is great for our brand.”


8 lessons about marketing effectiveness from billionaires Warren Buffett and Charlie Munger

“Charlie Munger and Warren Buffett are not marketers by trade but there’s a lot marketers can learn from them.”

week ending August 2nd


not all ad fraud originates overseas. law enforcement is starting to look closer to home

Ad fraud is expected to total $5.8 billion this year, and the FBI are now looking at domestic threats


Pinterest has plans to advertise on TV, in print and out-of-home, says its first CMO

(yet) another digital brand turns to TV for growth: Pinterest plans to advertise on TV


D2C brands use tv to measure web visits: CBS’s Ross

“the new D2C brands don’t just want mass reach – they want to attribute TV ad exposure to online visitation, and beyond.”

week ending July 19th


how Schitt’s Creek charmed the TV academy into three major Emmy nominations

Canadian content FTW! Congrats to #SchittsCreek for a well-deserved Emmy nom:



DTC brands are turning to TV: q&a with VAB

Why are so many DTC brands using TV to help scale their businesses? The VAB investigates:



only 21% of people think Amazon ads are helpful

An overview of product advertising on Amazon and American adults’ engagement and opinion of those ads. @WARCEditors


week ending July 12th

web giants investing heavily in TV ads 

Online businesses continue to increase their investment in TV


how Sephora is building connections beyond its stores

Sephora launched its 1st ever TV commercial, here’s why:


Touch of Modern TV campaign helps direct-to-consumer company reach major milestone

Online retailer Touch of Modern says “We look at TV to not only reach short-term marketing objectives, but to build powerful brands.”

week ending July 5th


July’s chart of the month

Longer ads enhance memory effects: “When a short ad is seen after a long ad, there is a 51% uplift in explicit memory effects versus just 9% for seeing a short ad in isolation.”



three things DTCs have learned as they get into TV

DTC brands and startups are all flocking to TV – here’s what they’ve learned:



the WFA’s “The State of Advertising report”:


week ending June 28th


3 big Cannes Lions takeaways marketers can learn from

The 3 main takeaways for marketers at Cannes Lions this year (Tip #1: Don’t fake being woke)


brand of the year shortlist profiled: Cadbury

By strategically using TV advertising, Cadbury has consistently seen higher purchase intent scores over the past year.


aging Is about living in the moment

Boomers’ “hedonistic tendencies” and how to market to them

week ending June 21st


Toronto Raptors’ game 6 broke Canadian tv records

The raptors make basketball – and TV – history: A record-breaking 15.9 Million Canadians watched game 6



étude d’attribution des médias canadiens

Accenture attribution study: Thanks again to everyone who came out to our Montreal presentation; you can download the French presentations & whitepaper here: https://buff.ly/2XoPOa0


Blue Ant greenlights more paranormal, lifestyle titles

Upfronts ’19: Highlights from Blue Ant Media


week ending June 14th


Étude D’attribution Des Médias Canadiens

We’re coming for you Montreal! Join us Wednesday for “étude d’attribution des médias canadiens”:



consumers will spend 800 hours using mobile internet devices this year

“Television will remain the world’s favourite medium throughout our forecasts, accounting for 33% of all media consumption in 2021” – Zenith


the most effective raptor ads according to science

Using science to determine the most effective Raptors commercial:

week ending June 7th


why all growth plans should start with attention

The importance of attention in media, and how it impacts brand growth


Canadian advertisers may be overspending on digital: eMarketer

“eMarketer report shows Canadian advertisers are ‘overactivating and underbranding’ digital”


upfronts ’19: announcements from Bell Media & Corus


week ending May 31st


upfronts fact check

We did some fact-checking in advance of the Upfronts:

CBC lifts the curtain on 2019/20 roster

Highlights from CBC’s Upfront last week

upfronts ’19: announcements from CTV, Global & CityTV


week ending May 24th


tv ads still more relevant to consumers than streaming video ads

Consumers say TV serves the most relevant ads – 5x more than streaming video


tv advertising drives small business growth

New study shows the power of TV advertising for small and medium sized companies


exposing the black hole of online video advertising

The “eyebrow raising” adpend going to online video – and why the math doesn’t make sense

week ending May 17th


expected growth in upfront ad commitments shows TV’s not done yet

TV ad commitments have continued to grow YoY.

why scale still matters for brands

“Unfortunately, there is still no substitute for spending money. But nobody wants to believe that.”

linear TV ads remain most ‘relevant’ to viewers

TV advertising is the most relevant to consumers, according to Adobe ad study.

week ending April 26th


CMDC 2019 MXI Summit

Thanks again to our panelists at the @CMDCCanada Summit last week – download the Accenture whitepaper to learn more about the study results:


direct-to-consumer brands that built their businesses without traditional advertising are now embracing it in key ways to fuel growth

An increasing number of popular D2C companies use TV advertising to build viable brands


marketing investment pays off for PepsiCo

Marketing spend drives sales, just ask PepsiCo: “It is clear evidence that the advertising that we’ve been putting into the market place is working” said Hugh Johnston, PepsiCo’s CFO

week ending April 12th


Canadian advertisers leaving $1.4 billion on the table

Why are Canadian advertisers are leaving $1.4 Billion on the table?


advertising effectiveness for dot coms

Our favourite effectiveness experts, Les Binet & Peter Field, on why online businesses need the brand-building powers of TV.


Proctor & Gamble

P&G makes biggest ask yet of digital media – civility


why we still need the tv upfronts in 2019

The continuing importance of TV Upfronts in our current media landscape

week ending April 5th


ThirdLove taps the power of tv

Online D2C brand, ThirdLove, praises the benefits of TV’s brand building capabilities.


Schitt’s Creek, Anne with an E take top honours at Canadian screen awards

Home-grown content #FTW! Congrats to all the winners at the Canadian Screen Awards last week.


WFA urges brands to hold platforms to account

WFA calls on brands to hold social media platforms to account in light of brand safety issues

week ending March 15th


advertising effectiveness vs. efficiency: what is important?

Giant digital disruptor brands (such as Google, Facebook, and Uber) are waking up to the power of long term brand building and shifting their advertising dollars towards traditional mass media.


GroupM rolls out expanded viewability standards

GroupM announces new global standards for viewability, measurement, and brand safety.


media, marketing, & measurement

In case you missed our newsletter, we’re headed to Vancouver/Edmonton/Calgary in early April! Check out the event and register here:

week ending March 8th


Kraft Heinz’s giant setback could boost brand spending

Kraft and the case for brand building: “You can’t cut your way to long-term profitability”



why D2C brands should invest in tv advertising

3 reasons D2C brands need to invest in TV Advertising



big companies still advertise on tv

“Why do big companies still advertise on TV instead of social media?”


week ending March 1st


tv underrepresented in media budgets: Accenture study

Accenture research shows that Canadian advertisers are under-investing in TV and failing to take its “halo effect” on digital channels into account.


tv & BVOD offers advertisers twice the impact as tv & social

Research from ThinkTV Australia shows pairing TV ads with BVOD drives 2x the sales impact compared with a TV + social video combo


Oscars up almost 10%

Loving Lady Gaga & Bradley: Oscars up almost 10%, reaching 11 million Canadians

week ending February 8th

tv and digital advertising need to stop fighting and admit they need each other

Fantastic argument on why your media plan should combine the power of TV and digital, not TV vs digital.



what we know about Super Bowl advertising

“Super Bowl ads can impact sales for months afterwards” @WARC



by the numbers: what’s the magic media combination?

Detailed findings from Ipsos research highlight the best media for your category, customer and brand objectives


week ending February 1st

amazon to reclaim super bowl ad spot as it spends big on TV marketing

Digital giants understand the immense power of TV – “Amazon’s TV ad spending rose more than 60% in 2018”


four insights from the 2018 IPA effectiveness awards

The power of Emotion, TV, Distinctive Brand Assets, and Influence are the key takeaways from the 2018 IPA Effectiveness Awards


understanding YouTube enthusiasts’ affinity for video content

we loved the VAB’s #chartoftheweek, have you seen their new TV & YouTube report?


week ending January 25th


tv preferred: understanding YouTube enthusiasts’ affinity for video content

YouTube fans are 51% more likely to purchase a product they saw while watching TV than while watching their favourite YouTube personality @VideoAdBureau


thanks to addressable tv, budgets are starting to move away from Facebook

In the UK ad budgets are starting to move back to TV from Facebook


Canadian media attribution study (thinktv event)

We have a new event Feb 25 – Advertising in a Multi-Channel World: Canadian Media Attribution Study – register now, spots are filling up quickly!

week ending January 18th

advertising effectiveness in a multi-channel world

thinktv announce a first-of-its-kind-in-Canada attribution study; research launch event Feb 25


direct-to-consumer brands are ushering in the age of intelligent tv buying

DTC brands are shifting their budget from social to TV to reach a wider audience


VAB 2018 recap – tv drives outcomes

Check out this 2 min video that showcases why TV remains the strongest influence on consumer decisions, courtesy of @VideoAdBureau,

week ending January 11th


30 most important takeaways from the three best marketing books released in 2018

Key takeaways from the 3 best marketing books of 2018:


Bell Media introduces more precise tv targeting

Bell Media’s new Strategic Audience Management tool (SAM), will utilize Nlogic & Numeris to provide precise audience targeting:

it’s time to create a risk-free, open and connected advertising environment

If you expect nothing but the highest standards for security and safety of other products, why not your media as well? TV’s premium content adheres to those standards:

week ending December 14th


Mark Ritson: the story of digital media disruption has run its course

GroupM notes: “Ad-supported TV remains hands-down the most effective advertising medium. It consistently and convincingly argues for its safety and certainty, with proofs of ROI.”


Canada leads the market for linear TV penetration [study]

Canada is one of the world’s strongest markets for TV penetration according to the Global TV Group. https://buff.ly/2EnCcBU
You can download the Global TV deck on our website: https://buff.ly/2Tur8Z6


committed: 360 wheel

The long lasting cycle of millennial engagement with TV content by the VAB.

week ending December 7th


what the grown-ups think about tv

“What the Grown-Ups Think” – a great recap of GroupM’s State of Video Report


2019 golden globe nominations: the complete list

Sandra Oh and Andy Samberg to host 2019 Golden Globes – check out all the nominees here

assigning tv credit: a practical guide to attribution

The evolution of TV attribution (VAB)

week ending November 30th

don’t do that! mistakes for marketers to avoid

Don’t do that! Les Binet on Mistakes Marketers should avoid (like price promotions)


tech giants are gobbling up tv ads: thinktv’s Baehr

Laura Baehr on the power of TV advertising: “The digital players are our best case studies” (VIDEO)


peoples jewellers organizes an on-air proposal

Hockey, romance, and a great TV execution:

week ending November 23rd


context is king when it comes to tv and youtube

thinktv Australia emphasises the importance of context when comparing TV and YouTube metrics

media, marketing & disruption videos

Peter Field’s “Effectiveness in Context” & Brainsights’ “Culture, Brains & Ads” presentation videos are now up on our website:


Mark Ritson: Gary Vaynerchuk is wrong, wrong, wrong, wrong, wrong about media

Mark Ritson details what Gary Vaynerchuk gets wrong about the value of TV and social media


world tv day 2018

an updated Global TV Deck was released by the Global TV Group on World TV Day (Nov 21)

week ending November 9th


will all these effectiveness studies be effective?

Several recent effectiveness studies reiterate the same finding: there is too much focus on short-term returns and not enough on long term brand building.


digital disruptors turn to tv for extra lift: VAB’s Cunningham

Disruptors like Wayfair are using TV to drive massive scale and sales increases.


live tv satisfies viewers’ needs more than other media, study finds

Why do we watch TV? Netflix? YouTube? MTM explores the 8 “need states” of video viewing in “The Age of Television” study.

week ending November 2nd

efficiency versus effectiveness: why marketers need to move beyond ROI

Why marketers need to move beyond ROI (hint: it’s not always scalable so can ultimately limit growth) – VIDEO


consumers believe brands intentionally place ads next to unsafe content, study says

“The (negative) consumer effect of placing ads beside unsafe content” – RESEARCH


media numbers we find interesting

Media Numbers we Find Interesting (did you know that 26.5 million Canadians tuned in to the 2018 FIFA World Cup?!)

week ending October 26th


media, marketing & disruption

Last week thinktv hosted Media, Marketing & Disruption: Check out the presentations on our website (videos coming soon!)


week ending October 19th


10 lessons all marketers should take from Direct Line’s brand strategy

Mark Ritson’s 10 key lessons on campaign effectiveness


the outsider’s view of marketing effectiveness

Marketing effectiveness comes down to the “relationship between spend, revenue and, ultimately, profitability”


commercial tv broadcasters commit to net billing to improve tv trading

Commercial Broadcasters Unite on Net Billing

week ending October 12th


SkipTheDishes looks to hockey’s primetime audiences

Another online business, SkipTheDishes, chooses TV to launch a (BRILLIANT) new ad campaign


the top 25 women in global television

Women champions in the global tv industry


tv basics

the thinktv “TV Basics” report has been updated and is available on our website

week ending October 5th

not all millennials binge watch tv on streaming services; in fact, most prefer traditional platforms

Millennials have a strong emotional (and time) investment in ad-supported TV content: Emotional connection and social discussion are just some of the reasons that drive millennials to watch TV; VAB report.


tv is on top, digital saturates quickly: Ebiquity’s Campbell

Ebiquity’s Mike Campbell warns that too many companies overestimate the value of digital “I think a lot of marketeers have an overstated view of the importance of some of the digital channels. A lot of people aren’t seeing this stuff.”


Next will see that moving ads from TV to digital is never seamless

The perils of vanity metrics: “If you emphasise vanity metrics such as likes and followers, you can easily lose sight of metrics that show how marketing campaigns and programmes deliver against the overall marketing strategy and business goals such as revenue growth”

week ending September 28th

what we learnt at future tv advertising forum Canada – confidence in tv is returning

The 3 key takeaways from this year’s Future TV Advertising Forum in Canada


a golden age for television advertising

Ebiquity claims that despite the negative headlines, we’re currently in the golden age of TV


Adobe, Placed show how tv ads drive store visits

Dentsu Aegis: TV drove an 8.4% lift in store visitation, translating into a 2.3x return on ad spend

week ending September 21st

ad effectiveness: five lessons from the Godfathers

Les Binet advises that brand building has become MORE important in recent years


VAB Study: Millennial Viewers Attached to TV Programming

Report: millennials are connected to TV shows and their characters, and that emotional attachment is important because “someone who is highly attached is three times more likely to engage with the brand”


the Good Doctor cast takes you behind-the-scenes

Behind the scenes with the Good Doctor!

week ending September 14th

steam whistle makes a big return to tv

Steam Whistle returns to TV after 10 years, and discovers that their TV spot drove their social and digital campaigns as well.



don’t sleep on tv: how television drives outcomes for the mattress & bedding categories

The mattress industry’s TV spend increased by 74% in 2017.



IKEA reuses a classic spot

IKEA revisits its iconic “sad lamp” ad from 2002.


week ending September 7th

short-termism throwing marketing budgets out of whack: Les Binet

Warning for marketers: You’re choosing the wrong mix of brand building and activation (Les Binet)


how we can fix the distraction economy

The Distraction Economy: “We are so busy busking for low-quality attention that we are losing sight of how brands are built – through compelling stories, told well.”


why GoodLife chose to return to tv

Goodlife returns to television, saying “story-driven” ads are the most impactful on TV.

week ending August 24th

video impact: the value of mass marketing compared to targeting

Wondering where to spend your video $’s? New ARF research found that TV is “considerably more powerful regarding sales [and] brand effects” compared to online video.” READ the full report –



how tv advertising bests the tech duopoly for return on investment

Karen Nelson-Field does some excellent Media Math in this article: “The numbers talk. Seeking low-cost reach is a fool’s errand. Advertisers need to stop their obsession with the upfront CPM and think of the long game when buying reach.”



big brands have ‘wasted’ cash on unproven digital advertising, warns Ehrenberg-Bass Institute

Brands are wasting money on targeted digital campaigns and making other flawed marketing decisions amid a false belief they are losing out to smaller rivals, a new report has claimed.


week ending August 17th

the future of television is…more television

TV’s ability for reach, brand building, and maintaining that brand is still unrivalled.


VAB says tv ads fuel automaker web traffic

The VAB’s latest study shows the direct correlation between increased tv spend and driving unique web traffic.


big screen and small screen: the impact of mobile video advertising on tv campaigns

“Verification of an ad being viewed is the first step in determining effectiveness.”

week ending August 10th

targeting or mass marketing? the answer is both

Ritson urges marketers everywhere to create business plans that include a healthy balance of media channels. “A great brand plan manages to hit short-term sales targets while also funding longer-term brand objectives that focus on brand health metrics.”


the internet bet on advertising. but it got the bet wrong.

The appeal of the internet is its lower price, “but when you’re trying to reach everyone, TV is still cheaper. Oh, and the creative space — the thirty second spot — crushes a 1.7 second blip on Facebook.”


Survey: U.S. Electorate, Burned by Fake News, Trusts TV News More Than Other Sources

Over 70% of people across all demos said they are likely to depend on TV to stay informed for throughout any election cycle.

week ending August 3rd


video advertising has month-long effects

“Memory retention for TV advertising was so strong that its impact on sales after 28 days was greater than Facebook or YouTube could generate at their peak”


the TV set reigns supreme at the top of the “hierarchy of screens”

Viacom’s latest research concluded that TV is still the most preferred screen among all media devices…including millennials.


apple’s ad strategy: no social, no problem

Apple increased their TV spend by 36%, generating 3.3 Billion TV impressions in Q2 alone.

week ending July 27th

it’s pretty simple: make better ads

It’s time to create better ads: “Build the most creative teams to get the best insights and push that creativity for all that it’s worth”


targeted messaging is only one piece of the advertising puzzle

Are we over-relying on technology and ignoring creativity? Rory Sutherland thinks so. In this great opinion piece, he reminds us that targeting is only one piece of the advertising puzzle.


thinktv fast facts

We released new data and updated some of our fast facts this week! Learn more about Reach, Screen Time, Audience viewing habits, and more here: https://buff.ly/2mPp5j0

week ending July 13th


mindshare video: all that glitters in not gold

“Always check Shiny New Objects against scale and marketing truths” -Mindshare


millennials prefer tv viewing to digital media

Millennials continue to choose ad-supported TV over digital media – even in summer.


it’s not the end of advertising – new research shows it’s not just surviving, but thriving 

“TV is a driver of innovation – it drives search and response better than any medium, due in part to the rise of the second screen.”



We updated our “TV Live Viewing & PVR Usage” report with new data – Check it out here.

week ending July 6th


study: FMCG, auto & finance under-invested in TV ad spends

Ebiquity’s latest study found that companies in the FMCG, auto, and finance sectors improve their ROI by shifting more of their media dollars to TV.


do you suffer from ‘screenesthesia’?

With multiple screen options and sizes, it’s important to be aware of where you put your video for the best advertising effectiveness results.


‘something happened’ that led us back to TV

Facebook is using TV to share its message: “It says a lot about the brand’s awareness of the limitations of its own platform that the ad was created specifically for television”