We proudly reveal our new TV Attribution modelling tool

Brightblue are pleased to announce the launch of our TV Attribution modelling tool into our Brightblue Real Time Platform.

TV Attribution provides our clients with the most detailed viewpoint to measure in channel TV efficiency. It can support answering questions on:

  1. What TV stations should I buy against?
  2. What second lengths are most efficiently?
  3. How is my new creative performance working?
  4. What time of day should we be targeting?
  5. What day of week or month of year should we focus on?

Understanding how minute by minute spot level TVRs are impacting key business KPIs gives the most detailed viewpoint for measuring TV efficiency. When fused with Market Mix Modelling (MMM), TV attribution can provide the full impact for optimising TV performance.

The below examples form our reporting platform show the TV Attribution product. Here we see measured TV ROIs split out by different categories (i.e. TV ROIs by different creatives or channels that were deployed).

In addition, to the right of the measured ROIs, you can see our optimisation as to how the TV budget should be executed. This provides a clear recommendation to improve the efficiency of TV. For example 29% more spend on E4 and 9% additional spend on the night spots.



Brightblue Consulting are a London based consultancy which help businesses drive incremental profit from their data. We provide predictive analytics that enable clients to make informed decisions based on data and industry knowledge. Through Market Mix Modelling, a strand of Econometrics, Brightblue has a proven track record showing a 30% improvement in marketing Return on Investment for clients’ spend. If you are interested to find out more please contact us through email by clicking here and one of our consultants will get back to you shortly.

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