The new science of TV advertising with Kate Waters from ITV

Performance marketing can feel like you’re squeezing harder and harder for the same results. CPAs creep up. Growth slows. And suddenly, the next move isn’t about optimisation — it’s about expansion.In this episode, James and Joe sit down with Kate Waters, Commercial Director at ITV, to explore what TV advertising really offers modern marketers. From protecting price sensitivity and lowering CPAs across channels to making TV accessible for small and medium-sized brands, Kate shares how measurement, creativity and smart testing are reshaping what TV can do for growth.Key topics include: • Why TV lowers CPAs across social and search • How TV advertising protects price and margin • The “rising tide” effect on performance channels • How to start with regional geo testing • Making TV ads with AI for small budgets • Using outcomes modelling to forecast website uplift⸻Timestamps:00:00 TV’s impact on price sensitivity06:01 Skills marketers need today19:39 Why TV still works22:48 Trust and costly signalling35:14 Measuring real business outcomes43:35 How to test TV safely47:58 Small brands winning with TV⸻Watch / listen:Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9⸻Please take the time to check out our partners, all of whom we work with because we think they’re useful companies for lovely marketers.Frontify – All your brand assets in one place: Frontify combines DAM, brand guidelines, and templates into a collaborative source of brand truth.Mailchimp - The all-in-one marketing platform that helps teams turn emails, automation, and now SMS into smarter, more connected customer journeys (and they’ve been longtime friends of TMM!).Cambridge Marketing College – The best place to get your marketing qualifications and apprenticeships.Planable – the content collaboration platform that helps marketing teams create, plan, review, and approve all their awesome marketing content.Wistia – a complete video marketing platform that helps teams create, host, market, and measure their videos and webinars, all in one place.