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new research shows TV drives superior ad attention

Karen Nelson-Field’s latest research, with VIA in Belgium, confirms again the superior attention TV and BVOD garner compared to other media: TV generates a high level of “active attention”, a low level of “non attention” and holds attention much better than YouTube.


the value of TV news

Concern about fake news may be on the rise, but Canadians trust TV news programming – which helps explain why we watch so much of it. Find out more in this report


TV & streaming viewership: winter report

We watched a lot of video this winter – time spent with video was up across the board compared to the Fall – but the highest growth was seen in Total TV. Learn more in our latest report.


the alchemy of effectiveness: a focus on Canada

Check out the Effies whitepaper and watch Peter Field’s presentation to find out what Canada’s most effective campaigns can teach us about brand building and business growth.


the illusion of choice

The Illusion of Choice identifies the 16 ½ most important psychological biases that everyone in business needs to be aware of today – and shows how any business can take advantage of these quirks to win customers, retain customers and sell more. Watch the webinar as Richard Shottons shares some of the key learnings from the book.


global DEI census 2023

Today the marketing industry launches the 2023 Global DEI Census. We encourage everyone working in marketing and advertising to fill in the survey. Only by acting together can we make meaningful change.


TV drives the most attention

Attention in advertising has become a critical metric – greater attention has been proven to drive better business results – and no where is attention greater than on TV. Find out more in this international research compilation from The Global TV Group.


metrics that matter

TV has been proven to drive a range of business results, from top-of-funnel brand building to bottom-funnel sales activations. Find out how TV advertising also improves key brand metrics like Consideration, Value, & WOM.


tips for navigating a recession 

Reports of a looming recession are putting pressure on advertising budgets: Our handy report with The Global TV Group has the evidence you need to defend investing in your brand, including historical case studies and advice from global experts.


happy holidays! 

The gloves are on, the days are getting shorter, and packages are arriving daily. It’s the most wonderful time of the year – time for our annual celebration of the best holiday TV ads from Canada and around the world!


tv & streaming viewership

Want to know who is winning “the streaming wars”, what the reach is for the individual services, and – most importantly – how they compare to Total TV (linear TV + BVOD)?

Get all the details in our latest TV & Streaming Viewership report.


world tv day 2022

There’s been a lot of talk in the industry recently about the value of attention in advertising, and this World TV Day we’d like to celebrate TV’s position as the top attention-getting medium.


media effectiveness in Canada

On November 2 we launched two new Canadian research studies: A TV Playbook for Online Brands in Canada and Metrics That Matter: A Canadian Brand Lift Study.


lessons for advertising during a recession

There is no escaping the talk of a looming recession, and marketers are likely facing pressures to reduce advertising costs. However, research consistently shows – and experts continue to advise – that cutting ad spend comes at a high cost to brand health and business results.


join us @ the future of TV advertising

The Future of TV Advertising Canada is back – IRL – and we’re looking forward to another series of interesting presentations & debates.


time to catch up on marketing effectiveness presentations

Summer is a time for relaxing, connecting – and catching up on any marketing effectiveness presentations you may have missed so far this year!


the smartest ways for marketers to tap into consumers’ innate intelligence

Nancy Harhut, Co-Founder & CCO at HBT Marketing, presents an overview of innate intelligence techniques that will drive engagement and response in advertising; learn about the Endowment Effect, Rhyme as Reason Bias, and other heuristics and cognitive biases that trigger instinctive, innate behaviours.


broadcaster collaboration on common audience segments

Common audience segments are now available in Quebec! Marketers who wish to reach Quebec’s French-language market will be empowered with equally deep, data-driven insights to optimize their linear TV campaigns.


happy pride!

June is Pride Month, a time to celebrate the fullness and diversity of the LGBTQ+ community – and a time to call for unity and greater visibility.


the evolution of effectiveness: the ARC project

Presentations from last week’s webinar now online: Dr. Grace Kite and Corus’ Shauna Houlton share recent research on advertising effectiveness.


all the news that’s fit for advertising

At the Canadian Media Manifesto Summit on April 27, the CMDC brought together an array of industry leaders who shared their thoughts and research on the importance of Canadian media. Here’s our take.


two upcoming webinars: Orlando Wood, may 12 | Dr. Grace Kite, may 26

the playbook for effective advertising

In his latest research, Orlando Wood, Chief Innovation Officer at System1 Group, reveals how society’s attention has narrowed in the digital age. Advertisers must now capture the “broad-beam attention” of audiences if they want to create effective, creative and meaningful advertising that builds brands.

the effectiveness evolution: research from the ARC project

Why did advertising become less effective – and how has its effectiveness improved in the last 5 years? Join our webinar with Dr. Grace Kite to find out


inside the science and creative secrets of Canada’s Top-Rated Ads 2021

Which TV ads resonated most with Canadians in 2021? Jon Evans, System1 CMO, unveiled 2021’s top-rated TV ads in Canada. Find out who came in at #1, how Canada ranks relative to the US and UK markets, who won the Super Bowl and, importantly, the crucial elements that will improve creative effectiveness and drive long term success.


responsible advertising for iGaming with IAB Canada

The regulated iGaming marketplace is launching on April 4, 2022. Watch our webinar with experts from the Canadian Gaming Association, The Alcohol and Gaming Commission of Ontario and iGaming Ontario, along with your hosts, thinktv Canada and IAB Canada. This session has been developed to educate and help the advertising industry make informed decisions as we begin to work with iGaming operators.


tv spend, strength, & attribution

Find out which categories spent the most on TV advertising in 2021, and how marketers can now measure the effectiveness of that spend.


Kathy Gardner, thinktv VP Media Insights, announces retirement

After a remarkable 38-year career in the media industry, Kathy Gardner, VP of Media Insights for thinktv, has announced her retirement, effective February 4th.


top holiday ads from around the world 

Advertisers are back in full force we’re delighted to see TV play such a strong part in their media plans this season. Here are some of our favourite 2021 holiday ads from around the world.


look out.

In this follow-up to his critically acclaimed book Lemon, Wood argues that to create effective and memorable advertising, advertisers must capture the ‘broad beam’ attention of audiences. Wood suggests that society’s attention has narrowed in the digital age – but he has some ideas to get it back.


shift | a marketing rethink

Shift, a new book from PHD, takes stock of where we are and where we could be heading in this industry. Is marketing having a midlife crisis? What are the implications for talent, and what new functions that are likely to emerge over the next five to 10 years? Watch Matt Devlin’s engaging presentation now.


tomorrow’s tv, created today

To celebrate World TV Day (Nov 21), the Global TV Group is bringing together 3 international industry leaders to outline what TV can do for your business, now and in the years to come.


the alchemy of effectiveness

Peter Field & Rob Brittain presented “The alchemy of effectiveness: A focus on Canada,” an in-depth analysis of campaign tactics & business results using Canadian case studies. Check out the presentation now.


rethinking brand for future demand

How has the role of brand changed with the rise in popularity of e-commerce? Are advertisers ‘optimizing themselves out of effectiveness’?  Be sure to join us Oct 20 when James Hurman presents “Rethinking Brand for Future Demand”, a thought-provoking presentation on the role of brand in contemporary marketing, how it needs to evolve, and what remains critical. Register today.


Canadian media manifesto

The CMDC have launched the Canadian Media Manifesto, an initiative that highlights the importance of local news and asks Canadian advertisers and agencies to support Canadian media: “A healthy Canadian media ecosystem supports the economy, fosters responsible media, and gives our clients more opportunity to connect with engaged and diverse Canadian audiences,” Stuart Garvie, CMDC Chair & CEO GroupM.


better brand management: summer series

Check out the Better Brand Management Summer Series, three one-hour seminars designed to provide an overview of the critical steps required to successfully acquire and maintain customers.

Led by Chris Brockbank, Chief Commercial Officer at Firma Foreign Exchange and Marketing Instructor at the University of Toronto, the series is intended for anyone involved in brand management, whether directly or through the media or sales side.


the global DEI census: we need your help to make progress

Canada has joined together with 26 other countries to assess the state of diversity, equity, and inclusion (DEI) in the marketing and advertising industry. The data gathered will establish a global baseline against which future progress can be measured and guided.


countdown to Christmas

What was the top rated holiday TV commercial in Canada last year? And what elements within a piece of creative make the biggest impact? System1’s Jon Evans, provides tips on how to optimize your creative.


thinktv presents: French subtitles!

We’ve added French subtitles to some of our most popular presentations. Check out our new collection of translated videos.


getting ready for a rebound

While the effects of Covid continue to be felt acutely there is plenty of reason to believe we may be headed for a robust economic rebound. On May 13, PHD’s Matt Devlin presented Getting Ready for a Rebound.


tv drives business outcomes

The Global TV Group has released the first of three topical updates of its Global TV Deck planned for 2021. The report gathers research from numerous countries and includes studies such as “The Halo Effect: TV As A Growth Engine” (VAB/Effectv), “Not all reach is equal” (Screenforce DACH/Karen Nelson-Field), “TV Drives Advertising Effectiveness that Lasts” (Accenture/thinktv Canada), “Profitability: The Business Case for Advertising” (Thinkbox/Ebiquity/Gain Theory) – and more.


the VAB’s Sean Cunningham on the halo effect of TV

If you missed the live presentation, be sure to check out this information-packed webinar for case studies and research that show how a variety of brands across different industries used TV investment to drive growth for their businesses.


Canada’s top rated ads 2020

On Feb 24, we explored which ads resonated most with Canadians in 2020 as tested by System1 Group.


winter report

Canadians are watching lots of TV, with new programming, live sports and world events driving significant spikes in viewing. Check out our new Winter Report for more details.


Richard Shotton: optimizing media using behavioural science

thinktv is pleased to welcome back Richard Shotton, behavioural science consultant and author of The Choice Factory. In this session Richard will highlight how behavioural science can be used to optimize media and creative development, including new research that will give marketers the edge.


happy holidays 2020

December 16th, 2020

Ho Ho Holy different Holiday! Watch 8 of our favourite global holiday ads here:


ad nation 2020

December 14th, 2020

Ad Nation report now available in French! Maintenant en francais!


attention in advertising: Karen Nelson-Field webinar now online

November 24th, 2020

Not all attention is equal. That seems intuitively correct, but it’s something Karen Nelson-Field was determined to quantify, and on Nov. 16th she shared the results of her latest research on video advertising effectiveness. Watch now.


video: ad nation webinar now online!

November 18th, 2020

Missed the webinar? Check out the full presentation now.


Media, Marketing & Effectiveness presentations now online

October 19th, 2020

Missed last week’s Media, Marketing & Effectiveness event? Catch up on all the presentations now.


Mark Ritson webinar

September 1st, 2020

We partnered with egta and the Global TV Group to bring you an Online Talk with Mark Ritson. Join us Sept 22, at 8:30 AM (EST) for “Reinventing Efficient Marketing Through a Recession”.


IAB advanced tv week

July 29th, 2020

Check out the broadcaster presentations and get the latest on their new advanced TV offerings and opportunities for advertisers.


the winter/spring season is a wrap

June 25th, 2020

TV viewing up driven by daytime and evening. Check out our full report to see how winter/spring 2020 measures up to 2019, including a spotlight on Quebec Franco.


commercial broadcasters unite on advanced advertising

June 18th, 2020

thinktv, on behalf of its member companies, Bell Media, Corus Entertainment, Rogers Sports & Media and Quebecor Media, is pleased to announce an agreement in principle to adopt a common set of advanced advertising audience segments.


richard shotton & the choice factory | video now online

June 10th, 2020

Missed the Richard Shotton webinar on how insights from behavioural science can drive more effective advertising? Watch it now to find out.


commercials during COVID

June 5th, 2020

Advertising in a Pandemic – Canadians and Creatives have their say.


tv in a pandemic: our attitudes & behaviours

May 29th, 2020

Our new research report outlines Canadians’ perceptions about television, advertising, and buying behaviour – including attitudes towards trying new brands, and the media that’s most likely to influence them.


the choice factory: behavioural science & effective advertising

May 26th, 2020

For our next thinktv webinar (Tuesday, June 9th), we are pleased to welcome Richard Shotton, behavioural science consultant and author of the acclaimed book The Choice Factory.


fall updates 2020

May 22nd, 2020

Fall TV Network Presentations and a look at April viewing.


Canadians of all ages are watching more TV

May 14th, 2020

Television viewing continues to be significantly higher than pre-COVID-19 levels and Canadians are getting ready to shop again.


tv viewing remains strong

May 8th, 2020

TV viewing up 16% for A18-24 and updated Quebec Franco report out now.


tv viewing significantly exceeds pre-COVID levels

April 30th, 2020

TV viewing up 15% for Adults 25-54 and Orlando Wood shares insights for ad creative during the COVID-19 crisis.


Canadians continue to watch increased levels of tv

April 23rd, 2020

In this week’s report, we focus on Specialty Television, which continues its upward momentum across all key demos as Canadians look to entertainment television as a welcome escape from the current crisis.


the COVID-19 crisis calls for right brain thinking

April 22nd, 2020

Join us April 30 as Orlando Wood outlines what advertising is resonating most during this crisis – research that draws on hundreds of commercials tested for emotional response – and why right-brain creative is so critical at this time.


Canadians are finding lots to watch on tv

April 17th, 2020

Latest weekly viewing report out and a word upfront about the Upfronts.


advertising in a downturn revisited – webinar with Peter Field

April 21st, 2020

Peter Field – “the Godfather of Effectiveness” – wrote a seminal paper about advertising in a recession called “Advertising in a Downturn”; join us on April 21 as Peter breaks down his latest research into what lessons from previous recessions still resonate today and how brands should act during the Coronavirus crisis.


staying safe and tuning in (with a spotlight on quebec franco)

April 14th, 2020

As we complete another week of sheltering at home, TV viewership remains strong. This week, we take a look at the growing viewership of young adults, and we put a spotlight on the significant growth of Quebec Franco TV viewing.


staying safe and tuning in 

April 2nd, 2020

To keep up with what’s happening with viewership as the COVID-19 crisis evolves, we encourage you to download our weekly viewing report. The report will be published every Thursday with an up-to-date analysis of the latest confirmed audience data.


marketing in uncertain times

March 24th, 2020

A collection of research and insights gleaned from industry experts around the world.


happy holidays 2019

December 9th, 2019

From everyone at thinktv, have a happy – and hilarious – holiday season. Here are our picks for this year’s most compelling holiday TV ads.


thinktv’s latest event is generating tons of buzz

November 21th, 2019

the Media, Marketing & Effectiveness presentations are now online – watch all 3 presentations here.


Mark Ritson: why he’s OK with tv and welcomes a ‘post-digital’ world

November 11th, 2019

The Message caught up with well-known marketing pundit Mark Ritson, where he chatted about the perils of short-term marketing, why he remains a fan of TV, and why he’s just about had enough of purpose marketing.


future tv advertising forum 2019: creatives have their say

October 17th, 2019

In a wide-ranging look at the state of advertising creative, our panelists weighed in on everything from “can we get away with just digital” asks to risk-averse advertisers who aren’t thinking about the long-term health of their brands. Watch the video and read our summary for detailed insights from the session at this year’s Future TV Forum.


tv’s FAQs

September 23rd, 2019

Need a refresher? Check out our latest deck for answers to the most Frequently Asked Questions (and misconceptions) about TV.


media, marketing, & effectiveness

Our upcoming event on Nov 12th features some of marketing’s biggest thinkers, including Peter Field, Orlando Wood, and industry favourite Mark Ritson who will present The 10 Key Factors Driving Advertising Profitability. Learn More about the event here.



the big FAANG theory

July 10th, 2019

Digital companies continue to increase spend in TV advertising. TV spend by internet-related companies is up 30% from last year.


we’re coming to Montréal! 

June 4th, 2019

Join us in Montréal for our event on June 19th: Étude D’attribution Des Médias Canadiens.


upfronts fact check

May 29th, 2019

Fact checking as we head into the 2019 Upfronts in Canada. Check out the research here.


future tv advertising forum Canada 2019

May 8th, 2019

The 5th annual Future TV Advertising Forum is Sept 10th in Toronto.


Accenture whitepaper now available

April 24th, 2019

Download the Accenture whitepaper, The Moneyball Moment for Marketing in Canada.


media, marketing, & measurement (invite)

March 13th, 2019

Attention Vancouver, Edmonton & Calgary: We’re coming your way on April 9th/10th/11th!


Canadian media attribution study (invite)

January 15th, 2019

Join us at our latest event – Advertising Effectiveness in a Multi-Channel World: Canadian Media Attribution Study on Feb 25. Find out more here


holiday greetings – and great tv creative!

December 12th, 2018

TV advertising can have an incredible emotional impact, and Christmas commercials are some of the best examples. Here are a few of our favourites from around the world.


world tv day 2018

November 21st, 2018

TV professionals around the world celebrate World Television Day on November 21st. The topic of this year’s global celebration is the importance and impact of quality content.


effectiveness in context

November 20th, 2018

Peter Field, marketing consultant and effectiveness expert, came back to the thinktv stage to share the results of his new IPA-based research Effectiveness in Context, co-authored with Les Binet. Watch his presentation video here.


culture, brains & ads that speak to us

November 19th, 2018

Dan delivered a riveting presentation on the interplay of culture and advertising effectiveness at our Media, Marketing & Disruption event in October. Watch his presentation video here.


commercial broadcasters unite on net billing

October 17th, 2018

thinktv, on behalf of its member companies Bell Media, CBC/Radio-Canada, IndieNet, Corus Entertainment, Quebecor Media Group, and Rogers Media, have announced their commitment to end gross-net invoicing by the end of 2019.


the quarterly: a majestic summer in review

September 19th, 2018

As we head into the new Fall season, we take a fond look back at summer 2018, which offered plenty of great new content specials to regale audiences.


the appeal & popularity of the tv set

August 30th, 2018

In a world of choice, the TV screen is the favourite screen. Why? Check out the full report to find out.


boomers billions: the spending habits of marketing’s most valuable generation

June 20th, 2018

We consistently underestimate the opportunity that baby boomers represent for brands. Might you be leaving money on the table?


online businesses booming on tv

June 5th, 2018

The Global TV Group reported on the international record-breaking investments by online businesses in television advertising. Learn more about digital companies’ TV spend around the world.


spotlight on Quebec

May 30th, 2018

Our new report, Spotlight on Quebec, will give you an overview of this unique market – and why it’s such a great environment for your TV advertising dollars.


video: profit ability presentation + new thinktv website

May 22nd, 2018

If you missed Nick Manning’s presentation, Profit Ability, check out the video here. We also launched our new and improved website, home to all the good stuff you need to make a compelling case for the power of tv: research, insights, news and opinions.


future tv advertising forum Canada

May 10th, 2018

Join us at the 4th annual Future TV Advertising Forum on September 20th to hear from brand, agency, and broadcast thought leaders.


profit ability: the business case for advertising

April 9th, 2018

Join us April 25th as Nick Manning presents Profit Ability, a UK study that analysed over 2,000 advertising campaigns across 11 categories to quantify the total profit generated by different forms of advertising.


the power of tv in an attention economy

March 5th, 2018

In this increasingly distracted world, advertisers need to capture the attention of consumers more effectively to drive business results. No advertising medium does that as well as TV. Check out the latest Power of TV for all the proof points showing that TV is best at driving attention, connection – and sales.


WARC ad nation webinar

January 4th, 2018

Join our WARC webinar on January 17th where we present the results of our Ad Nation Canada research AND share a preview of our Deprivation Study.


happy holidays 2017

December 20th, 2017

It’s the most wonderful time of the year…for Christmas commercials! Check out some of our favourite holiday spots from around the world.


concern for fake news is real

December 14th, 2017

The increase in fake news and its consequences has seen a lot of headlines lately, and is a growing issue for citizens, governments – and companies. We asked Canadians about their perspective on fake news and analyzed the results in this report.


ad nation Canada

November 27th, 2017

If you’re in the Ad Industry, you’re not Normal. This Ipsos research explores the differences in media behaviours between Advertising personnel and the average Canadian – and how those differences appear to be biasing our perceptions of others’.


the global tv deck

November 21st, 2017

TV broadcasters and trade bodies from around the world have joined together to release global figures demonstrating television’s strength as an advertising medium. The Global TV deck includes data from 19 countries and covers topics from TV’s reach and popularity, to trust, impact and effectiveness.


madison avenue manslaughter

November 15th, 2017

Michael Farmer, author of Madison Avenue Manslaughter, was in Toronto to talk about the challenges facing the advertising industry, including the strategic trap that so many agencies find themselves in – caught between fee-cutting clients and profit-hungry owners.


the quarterly winter/spring 2017

July 31st, 2017

Every quarter we summarize the latest happenings in the TV world including top shows and audience numbers.We offer a detailed look at screen time by platform and media, and any relevant trend or advertising updates. Check out our latest report here.


Peter Field at CMDC’s magic & logic

June 5th, 2017

We were delighted to host Peter Field in April, both at CMDC’s ‘Magic + Logic’ event and at our own thinktv breakfast. If you missed it, you can check out the video or download the presentation deck here.


CMA target the market webinar

March 13th, 2017

The digital age has brought with it a seemingly endless supply of data and targeting opportunities. But when is a marketing strategy too targeted? And when does a focus on ‘loyal customers’ actually limit growth?


advertising engagement & attitudes

March 6th, 2017

In this increasingly fragmented media world, what ads do Canadians notice most? Where are they paying attention and what advertising is most influential? These findings and more here.


Mark Ritson at FFWD ad week

February 15th, 2017

Professor Ritson was at his provocative (and profane!) best at this year’s FFWD where he called upon marketers to challenge their assumptions (and their agencies’ assumptions) about digital, social and the so-called death of television.


the quarterly – fall 2016

January 23rd, 2017

Download the latest thinktv Quarterly Report for highlights of the Fall 2016 season.


target the (whole) market

January 11th, 2017

thinktv and MediaCom’s latest study takes a media lens to Marketing Scholar Byron Sharp’s Rules for Brand Growth.


happy holidays 2016

December, 2016

Seasons Greetings to all


world tv day

November 21st, 2016

World TV Day marks the UN’s celebration of the global, cultural impact of television.