How ITV is turning attention into an advertising advantage

TV is no longer just competing with broadcasters. In the latest Brave Talk episode, our Strategy Director, Brenda Imeson is joined by Eve Wright, Head of Media Strategy at ITV to unpack how one of the UK’s biggest broadcasters is evolving for the modern attention economy.

They explore ITV’s shift to a masterbrand model, why shared cultural moments still matter in a personalised world, and how attention and trust are becoming the metrics that define effectiveness.

From the role of ITVX in bridging scale and precision to the concept of “staying power” in advertising, this episode dives into how TV is proving its value in a performance-driven landscape.

Watch the full episode below.

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