LightBox TV & Starcount Partner to Bring Emotional Intelligence to Total TV Planning
by on 10th Jun 2025 in News
LightBoxTV, the platform transforming TV campaign planning across linear and digital, has today (10th June, 2025) announced a strategic partnership with Starcount, the leader in behavioural and emotional analytics. The collaboration brings together LightBox’s end-to-end Total TV planning system with Starcount’s proprietary consumer insight engine, enabling agencies and brands to plan with deeper intent and emotional relevance.
By integrating Starcount’s dynamic audience segments into LightBoxTV’s platform, planners can now layer in passions, values, and emotional triggers alongside traditional media metrics, all in one workflow. The result is more context-aware, values-aligned TV planning.
Dean Cussell, co-founder and COO of LightBoxTV, said: "We’re bridging the gap between insight and activation. Starcount’s emotional intelligence adds a powerful new dimension to our audience planning. This partnership gives agencies the tools to understand not just who they’re reaching, but why it matters."
Starcount’s data is now fully embedded into LightBox TV’s Geo-Spatial Audience Builder, letting planners define audiences by passion, lifestyle or belief, like 'eco-conscious young families'. The system scores and ranks locations based on real-world behavioural signals, so campaigns land with the right people, in the right places.
Rowena Humby, co-founder of Starcount, added: "Our mission has always been to help brands connect more meaningfully with people. Partnering with LightBoxTV allows our data to inform the media decisions that matter, ensuring campaigns are not only well-targeted but emotionally intelligent."
The collaboration reflects a shared commitment to privacy-first, cookieless solutions and will actively support both holding group rollouts and independent agency activations across the UK and international markets
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