Our Insights library explains how linear TV advertising gets measured and improved. Start with the basics—what TV attribution is and how broadcast and cable campaigns are tied to real outcomes—then dig into the “how” behind syncopated response analysis, setup checklists, optimization tactics, and costs. You’ll also find answers to common questions, the vendor landscape (TV attribution companies), use-case deep dives (e.g., call centers, TV stations), how TV can lift branded search, and perspective pieces on multi-touch attribution and traditional methods. If you’re exploring CTV, we define it here but focus on legacy linear TV, where our models are built to perform.
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Postlog Analysis: Turning Station Logs Into TV Attribution
What a TV or radio postlog is, why the files are so messy, and how postlog analysis turns them into spot-level attribution, and catches airings that never ran.
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What Is TV CPM, and Why It Is the Wrong Number to Buy On
What TV CPM means, how it is calculated, and why cost per thousand estimated impressions tells you little about results. What to measure instead.
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Radio Attribution: How to Measure Radio Advertising
How radio attribution works: station logs, minute-by-minute GA4 traffic and local-market baselines show which radio spots drove visits, calls and sales.
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How to Attribute Phone Calls to TV and Radio Ads
Why 800 numbers and "how did you hear about us" undercount TV, and how call-tracking data plus airing logs show which spots actually make the phone ring.
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What Is TV Attribution for Linear Advertising?
How linear TV attribution works, why it is harder than digital, and how broadcast, cable, satellite and radio spots are tied to response. In market since 2014.
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How to Evaluate a TV Attribution Vendor: 9 Questions to Ask
Switching TV attribution vendors? Nine questions that separate a real measurement partner from a dashboard: baselines, postlogs, pixels, trials, the math.
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TV attribution in Google Analytics 4: how it works without a pixel
Most media directors already hold the two data sets needed to measure linear TV: a Google Analytics 4 property that records every visit, and airing logs that record every spot. Linear TV attribution joins the two from a read-only GA4 connection, with no pixel and same-day onboarding…
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TV Attribution Frequently Asked Questions
Use this FAQ to understand how TV attribution and linear TV analytics quantify the impact of broadcast, cable, and satellite commercials when direct tracking does not exist. We cover how TV commercial analysis works, what data we need, which KPIs to track, and how to use TV campaign tracking to optimize networks, dayparts, and creative.…
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TV Attribution for Call Center Analysis
Call centers see the results of TV faster than almost anyone—if you can connect the dots. TV attribution for call centers helps estimate how much inbound demand is influenced by scheduled TV airings—even when the customer calls a generic 1-800 number from your website instead of the number shown in the commercial. By aligning airing…
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TV Analytics for Campaign Planning & Evaluation
Turn linear TV airings into actionable optimization signals—week after week. TV analytics for linear TV campaigns connects scheduled broadcast and cable airings to time-stamped responses such as site visits, branded search, calls, leads, or purchases. By comparing observed outcomes to an expected baseline, advertisers can estimate directional incremental lift and reallocate budget toward the networks,…
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TV Campaign Measurement & Attribution
Measure what your commercials actually drive—then use the evidence to optimize. TV campaign measurement connects scheduled airings on broadcast, cable, and satellite to time-stamped outcomes such as site visits, branded search, calls, leads, or purchases. By comparing observed results to an expected baseline, advertisers can estimate incremental lift and identify which networks, dayparts, programs, markets,…