Bell Media and Environics Analytics Launch Outcomes Measurement: A New Campaign Solution for TV

TORONTO (October 22, 2025) – Bell Media, in partnership with Environics Analytics (EA), announced the launch of its new Outcomes Measurement solution for TV campaigns. This measurement product will give advertisers a clear, comprehensive, and privacy-first way to connect ad exposure to real-world outcomes including sales, leads, spend, and more. By combining Bell’s premium First Party Data, fuelled by 22 million customer connections across more than eight million Canadian households, with EA clean room technology, advertisers can now accurately measure the return on ad spend (ROAS) of their TV campaigns. This new capability complements Bell Attribution Insights (BAI), which already enables advertisers to measure how TV drives website traffic via Strategic Audience Management (SAM). “Bell Media and EA continue to partner on effective solutions for advertisers to assess the true bottom-line impact of their campaigns,” said Sean Cohan, President, Bell Media. “With Outcomes Measurement, we are delivering the proof advertisers need to show that their media dollars drive measurable results, from sales lift to campaign drivers and audience insights.” “This is an innovative step forward for measurement products as it will help drive real-world results that the industry expects,” said Jan Kestle, President, Environics Analytics. “EA’s made-for-Canada approach to secure data collaboration means advertisers can now gain actionable insights that will help them optimize their budgets and improve performance of future TV campaigns.” In an early pilot campaign with Air Canada, audiences exposed to ads on Bell Media’s TV channels had a 24% higher booking rate than those who weren’t exposed, demonstrating how Sales Outcomes Reports connect campaign exposure to real conversion behaviour. “We’re pleased to see continued innovation in campaign measurement from Bell Media that helps advertisers better understand the impact of their TV investments,” said Raymond Ludwin, Managing Director, Promotional Marketing, Air Canada. “As the media landscape evolves, having access to reliable measurement solutions that connect advertising exposure to business outcomes is increasingly important for making informed decisions.” How Bell Media and EA connect the dots Advertisers provide their own transactional or conversion data. EA securely matches this with Bell Media’s TV exposure data to produce a comprehensive attribution report, all within a privacy-compliant clean room environment. EA can also provide outcome metrics or foot traffic from its own MobileScapes solution. These insights reveal what worked, with whom, and by how much, helping advertisers act on outcomes. Benefits for advertiser

• Close the loop: Link real-world results directly to TV campaign exposure
• Measure ROAS and sales lift: Know how many ad-exposed customers made a purchase or took an action
• Optimize media: Use actionable insights to adjust future campaigns
• Privacy-first: Secure data sharing, powered by world-class clean room technology and identity solutions

The Outcomes Measurement report is available now for linear TV campaigns and will soon expand to select pools of inventory on Connected TV and Connected TV Live. The Outcomes Measurement reports are part of Bell Media’s evolving suite of outcomes-focused solutions.