{"id":10924,"date":"2026-03-16T02:09:18","date_gmt":"2026-03-16T06:09:18","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/03\/16\/turning-tv-into-a-performance-channel-with-investment-grade-data\/"},"modified":"2026-07-13T10:21:26","modified_gmt":"2026-07-13T10:21:26","slug":"turning-tv-into-a-performance-channel-with-investment-grade-data","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/turning-tv-into-a-performance-channel-with-investment-grade-data\/10924\/","title":{"rendered":"Turning TV Into a Performance Channel with Investment Grade Data"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Welcome back to\u00a0<em>Modern Marketing and Measurement.<\/em>\u00a0Today I\u2019m joined by Laura Grover, SVP and Head of Client Solutions at\u00a0EDO. We talk about how TV measurement is evolving beyond reach and frequency to real consumer action\u2014like search and site visits\u2014and what that means for marketers navigating today\u2019s mix of linear, streaming, and live sports. Laura also shares why contextual creative matters more than ever, how survey data is out and watching actual behavior data is in, and how to use all of it to give clients \u201cinvestment grade data.\u201d<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n<p><\/p>\n\n\n<iframe loading=\"lazy\" style=\"border: none; min-width: min(100%, 430px); height: 150px;\" title=\"Turning TV Into a Performance Channel with Investment Grade Data\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=rhpin-1a6e97e-pb&amp;from=pb6admin&amp;pbad=0&amp;share=1&amp;download=1&amp;rtl=0&amp;fonts=Arial&amp;skin=1&amp;font-color=auto&amp;logo_link=episode_page&amp;btn-skin=fb0584\" width=\"100%\" height=\"150\" scrolling=\"no\" data-name=\"pb-iframe-player\"><\/iframe>\n\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/modern-marketing-measurement\/id1831113980\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/4vORpYLYTj8A1JFWibSvn1\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.youtube.com\/watch?v=EFhe8aY8_t0&amp;list=PLcTvMd3G4U6_Doo0PKJQlDTIyMgsdFNud\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"2048\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png\" alt=\"youtube podcasts\" class=\"wp-image-8368\" style=\"object-fit:cover;width:32px;height:32px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1024x1024.png 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-768x768.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1536x1536.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>Today I\u2019m joined by Laura Grover, SVP and Head of Client Solutions at EDO. We talk about how TV measurement is evolving beyond reach and frequency to real consumer action\u2014like search and site visits\u2014and what that means for marketers navigating today\u2019s mix of linear, streaming, and live sports.<\/p>\n","protected":false},"author":7,"featured_media":10925,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[34,23],"class_list":["post-10924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-modern-marketing-measurement-podcast","topics-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Turning TV Into a Performance Channel with Investment Grade Data | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/turning-tv-into-a-performance-channel-with-investment-grade-data\/10924\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Turning TV Into a Performance Channel with Investment Grade Data\" \/>\n<meta property=\"og:description\" content=\"Today I\u2019m joined by Laura Grover, SVP and Head of Client Solutions at EDO. 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