LightBoxTV & Circana Partner to Transform TV Ads with Purchase-Based Consumer Insights
by on 20th May 2025 in News
LightBoxTV, a leading TV advertising planning and workflow management platform, today (May 20th, 2025) announced a strategic integration with Circana, a leading advisor on consumer behaviour and market intelligence. This partnership is set to redefine how media buyers optimise TV advertising campaigns by providing unmatched visibility into audience consumption and real-world purchasing behaviours.
At the heart of this collaboration is Circana’s unique value proposition: purchase-based, SKU-level sales data across multiple categories - offering a level of granularity and accuracy that goes beyond traditional panel or survey-based data. Media buyers using LightBoxTV’s platform will now be able to align their campaigns more closely with actual consumer buying patterns, ensuring more effective targeting and improved media performance.
"Our partnership with Circana marks a significant step in expanding the depth and relevance of insights available to our clients," said Dean Cussell, COO of LightBoxTV. "Circana’s robust, SKU-level purchase data allows advertisers to make more precise and accountable media decisions, directly linking TV planning to tangible, real-world outcomes."
This collaboration forms a key pillar of LightBoxTV’s growing partner ecosystem, streamlining access to best-in-class data solutions within the TV buying workflow. Circana’s selection as a core partner reflects its unmatched ability to provide detailed, transaction-level insights that help brands identify and reach high-value audiences with confidence.
"By integrating our purchase-based consumer intelligence into LightBoxTV’s platform, we’re bringing real-time buying behaviour into the centre of the TV planning process," said Gordon Eldrett, VP media & tech EMEA at Circana. "This partnership empowers agencies and brands to connect with audiences based on what they actually buy, not just who they are, bringing a new level of precision and accountability to TV advertising."
As the TV landscape grows increasingly complex - spanning linear, addressable, and CTV environments - this integration ensures advertisers can optimise campaigns not just for reach, but for impact, conversion, and business growth.
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