Madison Keegan
Bell Media – Astral
Bell Media and Loblaw Advance™ Partner to Deliver Closed-Loop Measurement Solution for Linear and Connected TV Advertisers
- Bell Media continues to expand its suite of Outcome Measurements offerings with innovative measurement solutions designed to demonstrate advertising effectiveness -
TORONTO (December 3, 2025) – Bell Media and Loblaw Advance™ have introduced a first-to-market, closed-loop measurement solution for video advertisers, covering linear TV and Connected TV. Announced at the IAB Report on Data in Toronto, Ont., the joint offering delivers comprehensive, privacy-compliant measurement, combining Bell Media’s premium inventory and robust first-party data with extensive point-of-sale insights from Loblaw Advance™.
Using Environics Analytics secure privacy-compliant clean room environment, Bell Media’s audience exposure data is matched with purchase data from Loblaw Advance™. This process ensures data integrity and consumer privacy while delivering actionable insights. Advertisers can also enhance their media buys by adding an outcomes report, providing a clear connection between campaign exposure and verified purchase behaviour.
The service is available now for advertisers buying Bell Media’s Linear TV and select Connected TV inventory and will expand to all Connected TV later this year. A part of Bell Media’s Outcome Measurements suite, the service enables brands to directly measure the sales impact of Bell Media video advertising and will provide in-depth insights on campaign performance through detailed purchase measurement reports.
The report delivers actionable insights designed to help advertisers optimize performance and maximize return on investment. Key metrics include sales lift, which measures the incremental impact of advertising on product and brand sales, and return on ad spend (ROAS), providing a clear view of financial outcomes. By leveraging verified purchase data, advertisers can fine-tune campaigns with precision and confidently measure the effectiveness of their media investments.
“This collaboration with Loblaw Advance™ showcases our innovation in the space of outcomes measurement by offering a powerful, turnkey solution that links media exposure to verified purchase data,” said Payal Gabrani-Bahl, SVP, Data and Advertising Products & Platforms, Bell Media. “Together, with the strength of our complementary assets and dynamic teams, we are providing our clients with a product uniquely targeted to Canadian advertisers’ needs.”
Backed by more than 2,300 retail stores and more than 17 million customer relationships through PC OptimumTM, Loblaw Advance™ is uniquely positioned to connect media exposure with real-world sales outcomes.
“This isn’t just a technical achievement; it’s building a more effective media ecosystem for advertisers,” said Lauren Steinberg, EVP & Chief Digital Officer at Loblaw. “Brands can now optimize their significant TV investments with confidence, and in turn, we can help deliver more relevant advertising experiences to millions of Canadian shoppers. Together, we’re setting a new standard for accountability and performance in the TV landscape.”
About Bell Media
Bell Media is Canada’s leading media and entertainment company with a portfolio of assets in premium video, audio, out-of-home advertising, and digital. This includes Canada’s most-watched television network, CTV; the largest Canadian-owned video streamer, Crave, with a premium add-on to include STARZ; a powerful suite of specialty channels; the most-trusted news brand, CTV News; Canada’s cross-platform sports leaders, TSN and RDS; leading out-of-home advertising network, Astral; Québec’s fast-growing conventional French-language network, Noovo; the country’s leading radio and podcast app, iHeartRadio Canada; and a range of award-winning original productions, brands, and services. As a content leader and partner in Sphere Media, Montréal’s Grande Studios, and Dome Productions, one of North America’s leading production facilities providers, Bell Media is committed to keeping Canadians entertained and informed.
Bell Media also offers best-in-class technology, marketing, and analytics support through Bell Marketing Platform, an omnichannel self-serve platform which includes Bell Analytics, Strategic Audience Management (SAM), and Bell DSP, in addition to advanced advertising solutions, including Linear Addressable TV, Addressable Audio, and ads on Crave. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. 1 Learn more at BellMedia.ca.
1 Based on total revenue and total combined customer connections.
About Loblaw Advance™
Loblaw Advance™ is the retail media network of Canada’s food and pharmacy leader, Loblaw Companies Limited. Backed by more than 2,300 retail stores, 17 million+ customer relationships through PC OptimumTM, and a leading e-commerce business, its team of experts guides brands in the areas of media, loyalty, business strategy, and data insights to achieve measurable sales growth. With the depth of its understanding of Canadian shoppers and its ability to reach them through both digital platforms and physical retail channels, Loblaw Advance™ offers exclusive omnichannel marketing and measurement solutions for its own brands and those of external brand partners. For more information, visit loblawadvance.ca
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