outcomes video measurement
campaign-level proof that TV advertising drives real business outcomes
New research from Environics Analytics provides compelling evidence that TV advertising drives measurable business results.
Analyzing more than 20 campaigns using a rigorous, deterministic methodology, Environics Analytics quantified TV’s impact on incremental sales, buyer acquisition, and store visits using actual exposure data, not surveys, modeled estimates, or proxies.
The findings demonstrate that TV delivers value throughout the customer journey, not only building brands, but also driving tangible performance outcomes.
results
Sales Lift
90% of CPG campaigns drove measurable sales lift.
At the campaign level, the average incremental sales lift was 19% on average, with an average conversion lift of 8% and a 7% increase in incremental new purchasers. These are not brand-awareness numbers, they are sales results.
At the brand-level, the results are even more striking:
These are significant lifts: The facial tissue brand saw a 47% sales lift, the allergy medicine a 35% lift, and both pain relievers saw a 27% lift, delivering hundreds of thousands of incremental sales dollars.
Foot Traffic
Over two-thirds of foot traffic campaigns drove incremental store visits across restaurant, retail, pharmacy, and grocery categories.
Some standout results:
- A Canadian sit-down pizza restaurant saw customers who were exposed to the ad were twice as likely to visit during a January pasta promotion — a notoriously slow month for restaurant traffic
- A steak restaurant delivered +54% incremental lift in traffic during a competitive dining period
- Another restaurant chain drove a +22% lift, demonstrating that TV builds awareness as well as tables
- A drug store chain posted a +34% lift across multiple campaigns in a crowded pharmacy landscape
- A sit-down family restaurant drove +42% lift during Thanksgiving, amplifying a key seasonal moment
- A discount grocery chain moved even the most price-conscious shoppers with a +41% lift in traffic
IMPLICATIONS FOR MARKETERS
The implications of this research go beyond any individual brand result, they prove that:
- TV works throughout the funnel. These are campaign-level, short-term results (measured during the flight) that move beyond brand building, delivering incremental sales and traffic outcomes.
- TV works for a broad range of categories. From health and wellness to snack foods and casual dining to retail, the performance holds.
- Audience intelligence makes TV smarter. EA’s PRIZM® and SocialValues™ profiling revealed which consumer segments responded most strongly to each campaign, providing a roadmap for future optimization.
The Bottom Line
The average sales lift was 19%. Two-thirds of retail and restaurant campaigns drove incremental foot traffic.
TV has always been a powerful medium, and now EA has given us results to prove it at a campaign level.
the methodology
EA matched Bell set-top-box TV exposure data against Loblaw Advance CPG retail sales (at the SKU level) and EA MobileScapes mobile movement data (for foot traffic). Exposed households were compared against unexposed households during the same campaign window, with a buffer period of two weeks before and after each flight.
Every campaign included in the analysis ran for 3 – 8 weeks and delivered at least one million impressions. Audience profiling was layered in via PRIZM® segmentation and SocialValues™, allowing the team to identify not just whether TV worked, but for whom it worked best.
A Note on What Makes These Campaigns Work
The research also surfaces a few practical conditions that separate strong results from weaker ones. Campaigns that drove the clearest outcomes shared some common traits including a defined flight window, sufficient impression volume (1M+), and a clear call to action.
Interested in learning more? Download the full report, the TLDR 6-page summary, or watch David Phillips, Chief Media & Activation Officer, Environics Analytics, present the results in a video from our Media, Marketing & Effectiveness event.
Research conducted by Environics Analytics. Data sources include Bell STB TV exposure data, Loblaw Advance CPG retail sales, EA MobileScapes mobile movement data, PRIZM® segmentation, and SocialValues™ audience profiling. Study covers 20+ campaigns across 10 CPG brands and 16 foot traffic advertisers. May 2026.
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bio
DAVID PHILLIPS
Chief Media & Activation Officer, Environics Analytics
David heads up strategy for media, measurement and activation at Environics Analytics. He is tasked with helping EA’s clients move from insights to activation in a media world that is increasingly dynamic and complex. David has been a senior executive for over two decades, recently serving as President and COO for NLogic. He is well-versed in data and analytics with extensive experience in data, market research and software development. David holds a Master of Arts from the University of Hull, is a regular speaker and participant in industry conferences and sits on the board of directors of IAB Canada.