How ITV is turning attention into an advertising advantage

TV is no longer competing only with other broadcasters. It is competing with every platform, feed and format for a share of people’s attention.

In this episode of Brave Talk, Brenda Imeson, strategy director at Brave Bison, is joined by Eve Wright, head of media strategy at ITV, to explore how one of the UK’s biggest broadcasters is adapting to the modern attention economy. They discuss ITV’s move towards a masterbrand model, why shared cultural moments still matter in an increasingly personalised media environment, and how attention and trust are becoming more important measures of advertising effectiveness.

From ITVX’s role in combining scale with precision to the importance of advertising “staying power”, the conversation explores how brands can make smarter media decisions and connect attention with measurable outcomes, a challenge at the heart of Brave Bison’s Paid Performance expertise.

Watch the full episode below.

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