ITV has long held a unique advantage in the UK media landscape: its ability to deliver TV campaigns with micro-regional precision through its broadcast network. That infrastructure laid the groundwork for Geo-X — a bold initiative allowing advertisers to run live A/B tests across UK regions and measure the real-world impact of TV advertising.
Geo-X gives brands the power to test campaign exposure in one region, hold it back in another, and isolate the lift in brand metrics, web visits and sales.
In March 2025, ITV partnered with QuestBrand to power the measurement engine behind Geo-X. QuestBrand was chosen not just for its technology, but for its ability to deliver intelligence at the speed and scale of modern media.
With QuestBrand, ITV could move beyond manual data collection and fragmented tracking. Now, each Geo-X campaign launches with automated brand tracking, flexible weekly sampling, and real-time access to a dashboard featuring 51 brand health metrics.
Sample size scales accordingly, from a GenPop sample of n=200 per week to n=500 per week, ensuring statistically robust test/control methodology even for smaller or segmented campaigns. This flexibility was key to democratizing access to Geo-X insights, allowing ITV to bring high-impact measurement to more advertisers, more often.
Each campaign starts by establishing a pre-campaign baseline, with performance data collected daily and summarized in weekly insights. ITV regions are integrated into QuestBrand to support the test & control methodology, providing real-time visibility into how TV advertising drives change at both the regional and audience levels.
ITV can now view campaign results through QuestBrand’s intuitive dashboard, with near real-time insights into brand equity metrics — broken down by region, audience, and time.
Through QuestBrand, ITV can now run multiple regional tests at once, delivering rapid, accurate feedback to brands at all investment levels. Advertisers gained the power to see exactly how TV was driving brand lift, where it was most effective, and why it worked.
For ITV, this meant strengthening its position as the only UK broadcaster offering digital-style testing rigor for linear TV — backed by data.
After a TV campaign, advertisers gain full access to the QuestBrand platform, measuring impact across 51 brand metrics—from equity and conversion to ad recall and emotional connection—capturing both short-term lift and long-term brand impact.
Geo-X is more than a testing tool. It became a source of truth for ITV and its advertisers — enabling smarter campaign planning, creative refinement, and long-term brand strategy.
“Geo-X is about unlocking the full potential of regional TV — and QuestBrand helps us do it at scale. It’s fast, intelligent, and accessible. Together, we’ve built a platform that delivers real business intelligence, not just media delivery.”
— ITV Stakeholder Sameer Modha – Measurement & Innovation Lead, Commercial
As Geo-X continues to expand, QuestBrand ensures ITV’s clients can test, learn, and optimize in ways that once felt impossible in television. Together, they are turning regional airtime into real-time brand intelligence — and setting a new benchmark for what advertisers should expect from TV.
Case Study – CPG Brand
A CPG brand launched a Brand Campaign on ITV (1st half 2025) and ran a brand uplift study, through Geo-X, powered by QuestBrand on a test and control methodology, to prove the value of TV.
ITV provided rapid, current feedback to the CPG brand, an advertiser on the network, through Geo-X insights regarding its regional advertising campaigns. As shown in the above chart, the CPG brand saw a notable lift in TV Ad-recall in the test regions where ITV advertising was run, versus the control throughout the campaign.
The TV campaign also drove large uplift in awareness in the test region versus the control region during the campaign with the largest uplift between the test and control groups being 13 points at its peak.
The campaign also drove other brand metrics for the CPG brand. The chart above illustrates the conversion funnel in the test regions pre & post the campaign, not only did the campaign in the test region drive Awareness significantly, but also carried down through the customer journey across all metrics, with trial and usage also increasing with statistical significance.
The CPG brand's TV campaign also drove Brand Equity that outpaced a competitor brand in the test regions particularly among those familiar with the brand. In the general population, total equity rose by +2.5 points, being driven by consideration 25.9 and quality +15.5.
The impact is even more pronounced among those familiar with the CPG brand, where equity climbed +3.6 points, momentum surged to 40.6 and quality 85.5, outpacing a competitor.
The momentum and considerations scores were driven by the increased exposure from TV allowing the CPG brand to gain equity share versus the competitor.
In summary the CPG brand's TV campaign on ITV not only strengthened loyalty among current customers but also began shifting perceptions across the broader market, demonstrating TV's unique strength in driving both brand affinity and broader market growth as awareness continue to expand.
