Commercial Break

Lindsey Clay explains how TV has evolved from purely linear broadcasting into a broad, addressable ecosystem – and why it remains both the most effective and most trusted advertising medium. The conversation explores what truly constitutes “TV” (and why YouTube doesn’t), the shift to on-demand and internet delivery, the rise of addressable TV, and advertisers' increasing demands for data, targeting, and demonstrable outcomes. Key themes include TV’s regulatory and quality foundations, the role of addressable products like Sky AdSmart and broadcaster VOD, and why TV is the “battery that charges other media”.

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Points of Note 

  • Thinkbox was founded in 2005 as the marketing body for commercial TV in the UK, later than many other media bodies because TV historically felt it did not need promotion
  • Thinkbox is funded by UK commercial broadcasters and exists to:
  1.  Champion and defend TV as an advertising medium
  2. Act as the “home of TV advertising”
  3. Provide a trusted guide to TV’s future for marketers and agencies
  • Creativity is highlighted as one of TV’s “superpowers”, in both content and advertising

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- Thinkbox was founded in 2005 as the UK marketing body for commercial TV  
- Funded by commercial broadcasters; positions itself as “the home of TV advertising”  
- Mission is to champion and defend TV, guide its future, and help marketers use TV effectively 
- Stresses creativity as one of TV’s key superpowers  

- TV has moved from mainly linear plus recording to a mix of live and on-demand across devices  
- Streamers have increased competition and raised overall programming quality, creating a TV “renaissance”  
- TV advertising is pre-cleared (e.g. Clearcast)  
- TV content is high-quality and professionally produced  
- By the early 2030s UK TV is expected to be entirely IP-delivered  
- Over time, all TV inventory is expected to become addressable  

- Change is driven by shifting viewing habits and rising advertiser expectations for data, targeting and outcomes  
- TV is described as the most effective medium overall  
- In the very short term, TV is second only to paid search (PPC)  
- TV’s impact has historically been evidenced via econometrics/media mix modelling rather than real-time dashboards  
- Broadcasters are collaborating on an outcomes project (“Lantern”) to link TV campaigns to online behaviour  
- New measurement aims to show web visits, searches and other online outcomes from TV activity  

- TV is consistently rated the most trusted advertising medium in UK studies, including by younger audiences  
- Trust is supported by regulation, editorial control and verified claims in professional environments  
- TV’s superpowers are trust and value (“TV stands for trust and value”)  
- Creativity in both programming and advertising is central to TV’s effectiveness  
- TV amplifies other channels and acts as “the battery that charges other media”  
- Last-click attribution is widely seen as flawed but remains popular because it is simple and available  
- TV often creates the awareness and intent that later appear as last clicks in digital, without full credit

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Key Quotes

“Think of us as the home of TV advertising. We’re here to champion and defend TV and to provide a trusted guide to its future.”

“It has never been a better time to be a viewer because you are so extremely well served by all sorts of TV programming.”

“YouTube’s global CEO announced that YouTube was the new TV, but TV means very specific things in the minds of viewers and advertisers.”

“TV is regulated, it has clear editorial oversight, it’s not just user-generated content uploaded, it’s independently measured, all the ads are pre-cleared, and it’s high-quality, professionally made content.”

“At some point in the future – earliest the early 2030s – TV will become entirely delivered by the internet.”

“At some point soon, all of TV will be addressable.”

“We spend far too much time as an industry obsessing about the technology and the distribution and the clever pipes… What’s really important is the viewer experience and what advertisers want.”

“TV is by far the most effective medium, but it hasn’t always been very well served with that suite of data that you can immediately demonstrate its effect.”

“TV is the second best performing channel in the short term, second only to online search pay-per-click.”

“TV is the most effective medium and the most trusted medium. Sometimes I say TV stands for trust and value.”

“Even though young people are big fans of social media, they trust TV advertising more.”

“TV makes all your other channels work much more effectively – it’s the battery that charges other media but doesn’t always get the credit for it.”

“Everybody knows last-click attribution is a sort of horse-shit measure, but because it’s available and easy, lots of people still use it.”



References


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Ian’s Promised References

During the episode, Ian committed to adding:

  • Thinkbox TV Masters
     



Creators and Guests

Host
Ian Jindal
Founder of RetailX and host of the RetailCraft podcast
Guest
Lindsey Clay
CEO, Thinkbox

What is Commercial Break?

Commercial Break - Ian Jindal interviews leaders and changemakers in the CTV/AddressableTV sector, and the intersections with direct-to-consumer performance marketing and brand-building. We talk to brands, broadcasters, agencies, technologists and retailers about the trends, opportunities and business of TV. Season 1 develops the agenda in the run-up to the RetailX.events CTV Summit on 14 May, 2026 in London