TV advertising measurement and reporting solution invites data, tech, and research partners to help in the next stage of the ground-breaking project’s development
The cross-TV team developing Lantern has today issued a Request for Information (RFI) encouraging data, tech, and research businesses interested in being involved with the next stage of Lantern to get in touch.
Lantern is a collaboration between TV companies Channel 4, ITV, and Sky, alongside Thinkbox, the marketing body for commercial TV. It is a cutting-edge measurement and reporting solution for the UK TV advertising market that will enable agencies and advertisers to witness the online responses and actions created by TV advertising.
The RFI invites suggestions about Lantern’s development and direction and will help to identify companies which could potentially play a part in delivering Lantern. It is the prelude to a full Request for Proposal (RFP) due later in 2025.
The aim for Lantern is to create a fully automated, multi-outcomes, measurement product for TV advertising. It will empower advertisers, agencies and broadcasters to understand and optimise the effectiveness of those TV advertising campaigns which are designed to prompt an online response or action.
Insights gathered through the RFI will help the Lantern team identify prospective suppliers and shape the next steps in the development of this initiative.
The Lantern collaboration was announced in September 2024. Since then, work has progressed on a Proof of Concept (PoC) involving the building of a panel of c.6,000 consumers. Viewing and consumer behaviour information are now flowing and analysis of the PoC dataset is starting.
Sarah Clerkson, Director of Audience Insight, Channel 4: “Today’s announcement is another step in Lantern’s landmark plan to offer advertisers a new way of measuring the unique impact of TV advertising on consumer behaviour. The project underlines TV’s unrivalled ability to collaborate – creating the safest, most creative, and, most measurable medium. Good things happen when TV comes together.”
Sameer Modha, Measurement Innovation Controller, ITV: “TV advertising is recognised as being unparalleled for its long-term branding effects. With Lantern we are seeking to capture TV’s strong short-term performance, the impact of which is often under-reported due to a lack of measurable outcomes, and over-enthusiastic credit given to the last click.
“We have ideas aplenty about how to measure with consistency and accuracy across categories. But there are data analysts, data processors, consumer experts, panel owners, tech geniuses to name a few, who might be feeling generous with their views and expertise about how to approach this innovative and world-leading initiative.”
Wayne Butler, Head of Media Effectiveness, Sky Media: “We’ve begun an exciting journey into the heart of what makes the advertising world go round. TV companies have greater data expertise than ever before, but we don’t have all the answers. We warmly welcome insights and knowledge from anyone whose ingenuity or vision could help us shape the future of advertising – further showcasing TV’s impact and effectiveness.”
Anthony Jones, Head of Research, Thinkbox: “Collaborations like Lantern are complicated. But excellent progress is being made towards the UK TV industry’s end goal of providing advertisers and their agencies with direct line of sight between TV advertising and online response or action. We have a vision for how to build the full Lantern offering and are keen for data, tech, and research businesses interested in being involved to get in touch, start a conversation, and help us design and build this exciting offer.”
For more information, including requesting access to the full RFI document, please get in touch with Andrew McIntosh via this form.