Across 2021, our Commercial team delivered the single biggest revenue in ITV’s 67-year history.

Our record-breaking year was built on the most directional piece of customer research we’ve ever commissioned. Last summer, AAR Group spoke in depth with 40 senior media customers. Each 1-hour interview focused on a simple question. What can we do better? Their crystal-clear feedback led to some valuable course correction: a new strategy of ‘Better Together’ and the adoption of 3 new ITV behaviours... 1. Always in Beta: We’d been too protective of our work, so began inviting partners upstream into our innovation pipeline, to experiment together 2. Celebrate our Superpower: We helped brands better understand mainstream culture, and leverage ITV’s ability to bring the nation together 3. Create Conversations: Instead of one-way sales pitches, we started a different kind of conversation, with better work based on more inspiring insights Our paper shares how we produced those record results and delivered on our new behaviours, all whilst building the future of TV advertising.