Outcomes measurement
What is outcomes measurement?
Outcomes measurement is the practice of demonstrating advertising’s real business impact, moving beyond reach and frequency to track what audiences actually do after exposure. This means connecting ad viewing or listening to subsequent behaviours such as searching for a brand, visiting a website, scrolling in an app, or making a purchase.
In the UK Project Lantern is a strong example of this shift. Built collaboratively by Channel 4, ITV and Sky, it links panellists’ TV ad exposure to their wider online activity, capturing a full spectrum of outcomes across search, social, e-commerce and web. It gives advertisers unified evidence of TV’s effect, helping prove value in performance-driven conversations.
To learn more about Lantern, watch Sameer Modha, Measurement Innovation Lead at ITV, explain it in his presentation (egta member login required).
egta Outcomes Community
Our Outcomes measurement community, open to all egta members, helps data scientists, analysts, researchers, and other experts navigate the shift to outcome measurement at scale within their broadcasters and sales houses.
Through regular online meetings, we share insights and tackle practical challenges together, covering methodologies, attribution frameworks, performance metrics, client reporting, and the tools that make measurement work in practice.
Learn more
Want to join? Have a question? Contact us.
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Business cases
A New Zealand TV marketing body used evidence, experts and a campaign to challenge falling TV investment and prove TV still delivers attention and outcomes.
Paramount Australia matched a snack brand’s ads to relevant Big Brother Australia scenes on 10 Play, Paramount’s free streaming platform. The connected TV campaign raised attention and viewer interaction.
ITV used Emmerdale to introduce heat pumps through a script mention, then explained them in a contextual ad break spot. The campaign also repeated the message on Emmerdale social channels, using familiar cast and show cues. Viewers showed higher credibility and consideration, and “heat pumps” searches doubled on broadcast days.
The East Coast Radio Summer Body Bootcamp demonstrates how radio creates genuine brand connections, inspires action and delivers measurable marketing results.
Outcomes Community Meetings
[Past events: presentations and recordings]
16/04/2026
Online
Sameer Modha, Commercial Measurement Innovation Lead at ITV, explained why broadcasters must move quickly to build credible outcome measurement before digital platforms pull too far ahead.
27/03/2025
Online
Virtual Minds showed how linear TV optimisation could evolve toward outcomes, opening with market data on linear TV’s resilience against social and CTV growth.
13/02/2025
Online
Wayne from Sky toured the group through Sky’s long term TV measurement approach, emphasizing deterministic, verified data over modeled estimates and a four-point connectivity model linking address, email, IP, and viewing behavior.
12/12/2024
Online
RTL Germany walked us through measuring TV advertising effectiveness across the funnel, highlighting gaps in credibility, scalability, and connectivity between upper and lower funnel methods. Discussion turned to QR codes as a lower funnel tool, with mixed results shared.
30/10/2024
Online
Samir Modha of ITV opened the relaunched working group with live polling rather than introductions, gauging members on colleague attitudes, technical comfort, organizational structure, and outcomes maturity. Results showed strong receptiveness but mixed confidence.
19/09/2024
Online
ITV and CANAL+ BRAND SOLUTIONS focused on why and how TV must shift beyond traditional measurement metrics and embrace outcome-based KPIs to remain competitive in today’s rapidly changing media landscape.