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COVERED BY ALL-INCLUSIVE TV
FULL-FUNNEL TV MEASUREMENT
YOUR
CFO WILL LOVE.
Attribution and campaign reporting on TV’s brand and sales impacts.
TV Attribution
Most TV measurement tools give you a single data point and call it a day. But TV doesn’t work in a single way. It drives sales now, builds your brand for later, and influences every channel in between. It's why we look at the full picture to understand TV's impact.
Multiple Measurement Models
View results from every angle to build confidence in results.
Full-Funnel Approach
Analyze TV's impact from minutes after each airing to months later.
Third-Party Audits
We're so confident in our results, we ask a third party to check our work.
OUR APPROACH
The Long and the Short
Other agencies stop at pretty dashboards and single metrics. But TV isn’t one-dimensional. It drives immediate revenue and brand equity. So we use multiple models to track results in the short- and long-term.
Of course, no two brands grow the same way. Which is why we build fully custom measurement plans for every client. Plans that earn you budget, defend investment, and grow your business.
Our Measurement Models
Campaign Reporting
What you don't know about your data does hurt you. That's why we provide all data in dashboards you can access from anywhere. But we're so much more than a dashboard. We're a full team of analysts, at your service.
Data Transparency
You get all campaign data, even down to the airing level.
Custom Reporting Dashboards
Track results on a dashboard customized to your unique goals.
Team Integration
Let us serve as an extension of your data team.
Tori Reavis, Program Manager, Lead Generation
"The team does such a great job explaining the data and working within our metrics."
Frequently asked questions
Marketing Architects provides a full suite of TV and CTV measurement services, including:
- Automatic Content Recognition (ACR) tracking for granular reach and exposure details.
- Spike analysis for response and conversion insights.
- Macro lift analysis to assess long‑term performance.
- Media Mix Modeling (MMM) to understand TV’s role in your marketing mix.
- On‑site surveys for qualitative brand and recall data.
- Brand studies to measure awareness, consideration, and other brand metrics.
- Local market heavy‑up tests to isolate regional effects.
- Incrementality tests, holdout groups, and matched market analysis to validate TV’s true impact.
All available at no cost beyond media.
TV isn’t just about quick spikes in response or just about TRPs.
TV works across the entire funnel, and we measure it that way. Our multi-model approach combines ACR, spot-level response, incrementality testing, brand lift studies, MMM, and more to capture both immediate action and lasting business impact.
Yes, we track visits, calls, and conversions. But we also measure awareness, consideration, and market share growth. The throughline is accountability: clear methods, transparent results, and proof that TV is worth your investment.
No black boxes. No buried insights.
Clients get real-time access to custom reporting dashboards, plus weekly, monthly, and quarterly reports. We cover spend, reach, efficiency metrics, and the KPIs that matter to your business. And we’re explicit about what’s working and what isn’t. Our goal is to provide what you need to make smarter decisions faster.
We don’t sit on the sidelines. We plug into your team.
From day one, we align on goals, KPIs, and reporting preferences. You get dedicated account managers and analytics leads who collaborate with your internal analysts to share raw data, tailor dashboards, pressure-test models, and answer questions. Our priority is to make sure you’re getting actionable insights in a way that fits how your team already works.
Absolutely. We want the receipts checked.
Anyone can say TV works. Independent audits prove it. Third-party validation pressure-tests numbers, builds trust with skeptics, and gives leadership confidence that results aren’t coming from a black box.
If TV is driving real business impact, it should stand up to outside scrutiny. We’re happy to invite it.
Analytics resources
