TVSquared Launches ADvantage XP in the UK & Germany:

Keeping Up with the New Pace of Change

TVSquared's impression-based, cross-platform solution for linear, streaming and addressable is now available in Europe's largest TV ad markets.
Learn More

70% of Buyers Say All TV Should Be Bought on Impressions:

The Unofficial Glossary for Cross-Platform
TV Advertising

MediaPost deep dives into TVSquared's "State of Converged TV" report to see what the findings mean for U.S. advertisers.
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Converged TV is a Strong Contender as Digital Faces Headwinds:

by TVSquared

TVSquared's Jo Kinsella discusses the opportunities of converged TV — from measurement, scale and immunity to the latest data privacy regulations.
Read More

Check out what TVSquared’s been up to and what the industry is saying about us.

If you’re a journalist or an analyst and need to connect with us, email Meg Coyle, our VP of Communications, at megan@tvsquared.com.

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Archive
2020
Presses
awards, ADvantage XP, TVSquared
2028
November 30, 2021

ADvantage XP Wins '21 VideoTech Innovation Award

Digital TV Europe honored ADvantage XP - the first cross-platform measurement and attribution solution for converged TV - with the 2021 VideoTech Innovation Award!

presses
converged TV, UK, United Kingdom, Europe
2027
November 22, 2021

The State of Converged TV in the UK

Take a deep dive into the UK insights from TVSquared's converged TV report and find out what they mean for marketers. 

Presses
converged TV
2026
November 17, 2021

A Look at Global Converged TV Trends

In a Q&A with TVSquared's Jamie Lemle, learn why the future of TV advertising is all about tying everything back to an audience. 

Presses
converged TV, incremental reach
2025
November 16, 2021

Marketers Define TV as Linear & Streaming, Need to Spend More on OTT/CTV for Incremental Reach

TVSquared's analysis found that, on average, advertisers need to commit at least 10% of TV ad impressions to OTT/CTV to gain at least 15% in incremental reach from streaming.

Presses
Australia, converged TV
2024
November 16, 2021

The State of Converged TV in Australia

TVSquared's Praful Desai talks about the Australian insights from "The State of Converged TV" report and what they mean for advertisers Down Under. 

Presses
CTV, converged TV, data insights
2023
November 12, 2021

CTV Growth Puts Pressure on Converged TV Adoption

TVSquared's Jamie Lemle deep dives into how CTV is shaping TV's transformation and putting pressure on the need for measurement innovation in the age of converged TV.

Presses
converged TV, measurement, cross-screen, UK
2022
November 5, 2021

The Road to Truly Converged, Cross-Screen TV Advertising

Jo spoke to Videonet about the road to fully converged multi-platform TV advertising, and why data interoperability has become a top priority for the buy- and sell-sides.

Presses
TVSquared, converged TV, UK
2021
November 3, 2021

How Sky Partner TVSquared Led TV Advertising's Data Revolution

CEO Calum Smeaton talks TVSquared's origin story and changing the way a global industry thinks about measurement, data and converged TV. 

Presses
converged TV
2020
November 2, 2021

The State of Converged TV: Global Trends in a Cross-Platform World

TVSquared's Jamie Lemle talks about the shift in thinking around TV, the need for holistic measurement, the blurring lines between linear + streaming and the role of incremental reach.

Presses
UK, United Kingdom, German, Germany, ADvantage, Converged TV, measurement, attribution
2019
October 26, 2021

TVSquared Claims 'First Cross-Platform Measurement' for All Forms of TV

Mediatel looks at the launch of ADvantage XP in the UK and Germany, and what true cross-platform measurement looks like for all forms of linear and digital video. 

Presses
Germany, German
2018
October 26, 2021

How Fragmentation Can Be Beneficial to Marketers

Stop looking at media fragmentation as a challenge, and start looking at it as a gateway to reaching audiences across platforms and screens (article in German and English). 

Presses
2017
October 26, 2021

Insights & Highlights from Advertising Week New York 2021

Jo Kinsella spoke to Cynopsis at Advertising Week NYC about the future of TV measurement and currencies. 

Presses
converged TV, UK, United Kingdom
2016
October 26, 2021

Convergence Requires Redefining TV

WARC looks at the UK-focused insights in TVSquared's "State of Converged TV" report and what they mean for advertisers. 

Presses
2015
October 26, 2021

Media Buyers Want More Standardization in Linear & Digital TV Measurement

As linear and streaming grow more intertwined, media buyers are finding that traditional currencies and transaction methods aren’t cutting it.

Presses
Australia, converged TV, APAC
2014
October 26, 2021

More Marketers Believe TV is Now More than Just Traditional Linear

Shawn Lim explores the APAC insights from TVSquared's converged TV report, and what they mean for Australian advertisers. 

Presses
2013
October 26, 2021

70% Of Buyers Say All TV Should Be Bought on Impressions

Karlene Lukovitz does a deep dive on TVSquared's "State of Converged TV" report and what the findings mean for U.S. advertisers. 

Presses
2012
October 26, 2021

The Fastest Growing Video Advertising Platform is Now CTV

During the pandemic, CTV established itself as a video source for millions of homebound viewers - and a series of industry surveys shows exactly what that means for advertisers.

Presses
converged tv, tv advertising, podcast, measurement, thought leadership
2011
September 27, 2021

TV Measurement at a Crossroads: #BeetCast Podcast

Join Jo Kinsella, along with Jon Watts and Jonathan Steuer as they discuss the latest in the fast-paced world of TV measurement.

Presses
converged tv, tv advertising, adtech, thought leadreship, audiences, measurement
2009
September 23, 2021

What Will The Future Of Audience Measurement Be: Executives From Ad Tech Providers Respond

As far as TVSquared is concerned, as the market matures, deterministic audience measurement, combined with outcomes and targeting capabilities, will be table stakes.

Presses
currency, converged tv, tv advertising, measurement, vab, nielsen
2007
September 20, 2021

When the Old Guard Falls: TV Advertising Beyond Nielsen

How much did we really know about ratings? It shouldn’t have taken the VAB asking for an audit and a loss of MRC accreditation for this question to be raised. Transparency across all platforms and devices has to be the new normal.

Presses
converged tv, tv advertising, thought leadership, measurement, currencies
2006
September 16, 2021

NBCUniversal is Taking Steps to Replace Nielsen

Speaking to Lara O'Reilly, Jo discusses how NBCU is raising the measurement bar across the TV industry and "accelerating the future."

Presses
converged tv, measurement, scale, currency, audience targeting, cookie, tv advertising
2005
September 16, 2021

Convergent TV Is a Strong Contender as Digital Faces Headwinds

Jo writes about the opportunities of converged TV - from measurement, scale and immunity to the latest data privacy regulations.

Presses
converged tv, tv advertising, dtc, measurement, covid-19, cross-platform
2004
September 16, 2021

The Pandemic & D2Cs Accelerate the Move to Performance Advertising in TV

In this Q&A, Calum talks about how advertisers are making their video spend work smarter and harder, and how DTCs are leading the way.

Presses
2003
September 16, 2021

Crisis Averted: Converged TV Shines a New Light on Identity

TVSquared's CTO, Blair Robertson, shares his thoughts with ANA about the roles of data and identity for unlocking the promise of converged TV.

Presses
converged tv, tv advertising, advantage xp, measurement, addressable, interview, cross-platform
2002
August 27, 2021

Tech Talk: TVSquared's ADvantage XP

TVSquared's CMO, Jamie Lemle, shows ClickZ how ADvantage XP measures it all - from linear to OTT to addressable

Presses
converged tv, tv advertising, advantage xp, interview, cross-platform, impressions, currency, measurement
2001
August 27, 2021

TVSquared's Outcomes Measurement Goes Cross-Platform, Says Kinsella

Jo Kinsella talks to Beet.TV about the launch of ADvantage XP, the industry's first to standardized, cross-platform measurement and outcomes solution.

Presses
August 28, 2021

WTF is VOD?

PerformanceIN asked TVSquared to help readers understand how VOD works for marketers, brands and consumers.

Presses
August 28, 2021

Balsam Hill Extends Audience Reach with CTV

Discover how this global advertiser drove ROAS by 150% and achieved 78% unique reach over linear.

Presses
converged tv, tv advertising, measurement, addressable, cross-platform, adtech, dtc
August 27, 2021

Q&A TV Measurement & Addressability

Advertising Week sat down with TVSquared's Bob Ivins to discuss the latest advancements in cross-platform TV.

Presses
August 27, 2021

CTV Driving Travel Advertising Rebound

TVSquared analyzed 18 months' worth of data to uncover the travel industry's advertising "journey" back to TV.

Presses
September 16, 2021

Exploring the Many Facets of OTT

Charlene Weisler recaps BIA latest webinar on the state of OTT with TVSquared, LG Ads, DISH, TEGNA and more.

Presses
August 27, 2021

Founders Podcast: TVSquared's Calum Smeaton

Hear our fearless leader talk with VideoWeek's Vincent Flood about TVSquared's "origin story" and how we're pushing the industry toward more data-driven transparency, performance and scale.

Presses
August 27, 2021

UK Ad Budgets Expand for First Time Since Early '20

TVSquared's Calum Smeaton spoke to VideoWeek about the growth of converged TV in the UK and the world.

Presses
August 27, 2021

CTV Ad Spend Set to Accelerate as U.S. Continues to Adapt to COVID-19

CTV is one of the most rapidly growing markets when it comes to ad spend, with even more growth on tap for 2021; check out AdWeek's take on TVSquared's CTV analysis.

Presses
August 27, 2021

Spectrum Reach's New Cross-Screen Attribution

Spectrum Reach tapped TVSquared and Blockgraph to power deterministic cross-platform attribution for linear and streaming.

Presses
August 27, 2021

TEGNA to Use TVSquared for Cross-Platform Attribution

B+C takes a look at TEGNA tapping TVSquared for measurement and attribution for all linear and OTT/CTV advertisers.

Presses
August 27, 2021

Calum Smeaton's TVSquared Aims to Build a Better Media Attribution Platform

Forbes talked to our CEO and founder to learn how he went from starting TVSquared at his kitchen table, to transforming it into a global company with thousands of clients in 75 countries.

Presses
August 27, 2021

Let's Be Upfront: We Can't Go Back to Traditional TV Buying

In a bylined article from our President, Jo Kinsella, learn about why the Upfronts are the last bastion of old TV and how they have to change with the times to regain relevancy.

Presses
August 27, 2021

SpotX Integrates TVSquared for Ad Measurement, Attribution

Ben Munson looks into why SpotX chose TVSquared as its preferred measurement and attribution partner for analytics on delivery, audience and outcomes for CTV campaigns.

Presses
August 27, 2021

Prove It: Why AVOD Ad Sellers are Winning, Says TVSquared's Kinsella

Jo Kinsella sat down with Andy Plesser to talk about how TVSquared works with Tubi, and to share some of our success stories, including that of Winn-Dixie's first CTV campaign.

Presses
August 27, 2021

Why a Lack of Transparency Creates a "Breeding Ground" of Insecurity, According to One Tech CEO

Calum Smeaton spoke with Insider about managing a global company during a global pandemic, and how transparency, flexibility and honesty helped TVSquared thrive.

Presses
August 27, 2021

TVSquared, Experian Team for Deterministic Advanced TV Ad Measurement

Karlene Lukovitz unpacks TVSquared an Experian's partnership and they are bringing deterministic TV ad measurement to publishers, agencies and advertisers.

Presses
August 27, 2021

The Ad Platform: What TV Measurement Still Needs

Bob Ivins talks with eMarketer about TV ad measurement, standardizing definitions (and currencies) across traditional and digital TV and the importance of tying the right metrics to campaign objectives.

Presses
August 27, 2021

DTCs & Traditionals: Learning from Each Other in the New Age of TV

While DTCs have pushed TV advertising to be more data-driven and transparent, TVSquared's Darren Moore talks about how they are looking toward old-school brands for best practices too.

Presses
September 16, 2021

Nielsen’s Shaky MRC Accreditation Could Accelerate Use Of Alt Currencies

Jo spoke to Tony Rifilato about Nielsen's fall from grace, and how it highlights the need for the industry to move past legacy technologies and processes.

Presses
August 27, 2021

Ad Council & Ad Tech Firms Measure COVID-19 Vaccine Campaign Effectiveness

Campaign looks at how TVSquared is leading an ad tech collective to measure the effectiveness of the Ad Council's COVID-19 vaccination education initiative - the largest PSA in U.S. history.

Presses
September 16, 2021

4 Challenges the Industry will Face as It Breaks Away from Nielsen

Discover why the door is now open for a new era of TV measurement; but the question is: can the industry thrive on multiple currencies?

Presses
September 16, 2021

In the Post-Pandemic Era of TV, All Brands are DTC

TVSquared's Praful Desai discusses how Australian brands are leveraging audience intelligence and taking a results-led approach in a post-pandemic TV era.

Presses
September 16, 2021

NBCU Demands ‘Measurement Independence’ and Issues RFP for Solutions Amid Nielsen Scandal

Kendra Clark unpacks what NBCU's RFP really means and why TVSquared thinks the time has come to change the narrative on a single outdated measurement currency.

Presses
converged tv, tv advertising, fragmentation, measurement, adtech, audience
September 16, 2021

Succeeding in the Era of Converged TV

TVSquared's Meg Coyle writes about how the fragmentation of programming can be used to the advantage of marketers.

Presses
September 24, 2021

How Direct-to-Consumer Brands Are Shaping TV’s Future

Find out why today’s TV advertising industry owes a lot to digital natives, particularly DTC brands.

Press Releases
11
November 2, 2021

TVSquared Appoints Debbie Wogan as CRO & Jessica Hindlian as SVP, Identity & Partnerships

Amazon & TransUnion alums join as demand for independent, identity-enabled, cross-platform TV measurement grows

Press Releases
Europe, UK, United Kingdom, German, ADvantage XP, ADvantage, press release, converged TV, measurement, attribution
10
October 26, 2021

TVSquared Launches ADvantage XP in the UK & Germany for Converged TV Measurement & Attribution

TVSquared's impression-based, cross-platform solution for linear, streaming and addressable is now available in Europe’s largest TV ad markets.

Press Releases
converged tv, tv advertising, tv measurement, audience, cross-platform, report, press release, global insights, advantage, Europe, Germany, UK, United Kingdom, US, United States
October 25, 2021

Industry-First Study on Converged TV Sheds Light on Need  for New Currencies & Holistic Cross-Platform Measurement 

Study finds that buyers are approaching linear and streaming in similar ways, and that converged TV is putting a spotlight on the need for new currencies and holistic, cross-platform measurement. 

Press Releases
UK, United Kingdom, converged tv, press release, Europe
October 25, 2021

UK: Converged TV Study Uncovers Need to Move Past Legacy Approaches to Reach Total TV Audience  

Report looks at converged TV adoption and trends across the UK.

Press Releases
Germany, converged tv, press release, Europe
October 25, 2021

Germany: Converged TV Study Uncovers Need to Move Past Legacy Approaches to Reach Total TV Audience  

Report looks at converged TV adoption and trends across Germany.

Press Releases
converged TV, australia, APAC
October 25, 2021

Australia: Converged TV Study Uncovers Need to Move Past Legacy Approaches to Reach Total TV Audience

Industry-first report looks at converged TV adoption and trends across Australia

Presses
Press Releases
political, politics
September 15, 2021
August 18, 2021

TVSquared Partners with AdImpact to Measure Reach, Frequency & Incremental Reach as Political Ad Spending Shifts to Streaming

TVSquared and AdImpact offer political advertisers real-time, privacy-compliant analytics for CTV campaigns

Presses
Press Releases
September 15, 2021
August 12, 2021

TVSquared & Upwave Partnership Unifies Insights to Drive Long-Term Business Outcomes with TV

Partnership uncovers insights around real-time outcomes that are leading indicators of long-term growth.

Presses
Press Releases
September 15, 2021
August 5, 2021

Flashtalking Partners with TVSquared for Incremental Reach on Converged TV Campaigns

TVSquared + Flashtalking partner for cross-platform TV measurement, proving the unique reach that CTV delivers beyond linear.

Presses
Press Releases
September 10, 2021
June 30, 2021

Spectrum Reach® Launches Deterministic Cross-Platform TV Attribution with TVSquared & Blockgraph

Spectrum advertisers get multiscreen attribution and measurement insights at scale to analyze linear, addressable and streaming campaigns.

Presses
Press Releases
Press Release, TVSquared, TCF, IAB Europe, cross-platform, ott, ctv, measurement, ADvantage, Europe
September 10, 2021
June 14, 2021

TVSquared Joins IAB Europe’s Transparency & Consent Framework

TVSquared extends its commitment to operate to the highest standards of data protection across linear and OTT/CTV measurement.

Presses
Press Releases
Press Release, TVSquared
September 10, 2021
June 10, 2021

TEGNA Selects TVSquared to Advance Cross-Platform, Closed-Loop Measurement & Attribution

Partnership delivers holistic linear and OTT measurement, providing thousands of advertisers with incremental reach and performance outcomes.

Presses
Press Releases
September 10, 2021
May 18, 2021

TVSquared Integrates Location Data to Link Cross-Platform TV Ads to Offline Consumer Behaviors

The addition of Foursquare location data empowers brands to attribute TV investments directly to physical outcomes.

Presses
Press Releases
September 10, 2021
April 27, 2021

SpotX Integrates TVSquared for Transparent, Real-Time, Global CTV Measurement & Attribution

The TVSquared and SpotX partnership will shape CTV advertising across North America, Europe and Latin America.

Presses
Press Releases
Press Release, TVSquared
September 10, 2021
April 7, 2021

Leading Industry Participants Launch New Initiative Exploring the Future of the U.S. Data-Driven TV Ecosystem

The TV Data Initiative, a new industry program designed to help the TV industry unlock the full potential of the new data ecosystem in the U.S.

Presses
Press Releases
September 10, 2021
March 30, 2021

AdTech Leaders Unite to Measure the Ad Council & COVID Collaborative's COVID-19 Vaccine Education Initiative – the Largest PSA Campaign in U.S. History

TVSquared, Upwave, Kinetiq and Ace Metrix join forces to measure reach and impact of PSAs across linear and streaming TV.

Presses
Press Releases
Press Release, TVSquared
September 10, 2021
March 8, 2021

Former Kantar Media Global CEO Andy Brown Joins TVSquared as Executive Advisor

TVSquared taps Brown's extensive experience in TV measurement and stellar record of growing global companies.

Presses
Press Releases
Press Release, TVSquared
September 10, 2021
February 18, 2021

TVSquared Teams Up with Experian to Power TV Ad Measurement & Deliver Audience Insights at Scale

TVSquared and Experian join forces to offer deterministic TV ad measurement to media publishers, agencies and advertisers.

Presses
Press Releases
Press Release, TVSquared
September 10, 2021
February 2, 2021

TVSquared’s ADvantage XP First to Bring Standardized, Cross-Platform Measurement & Outcomes to TV

Independent platform provides cookie-less 1:1 deterministic solution to measure the effectiveness of linear, addressable & OTT/CTV advertising across any device.

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