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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.
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.
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.
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
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.
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
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.