LightBoxTV, a leading TV advertising planning and workflow management platform, today 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[NA1] . “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.
About LightBoxTV About LightBoxTV - LightBoxTV is the next-generation platform for TV media planning—built to unify the fragmented world of linear and connected TV. It brings intelligence, automation, and efficiency to every stage of the planning and workflow process. With real-time data, seamless partner integration, and intuitive tools, LightBoxTV helps agencies plan smarter, allocate spend more effectively, and drive stronger results in today’s complex TV landscape.
About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimise their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behaviour driving it, and accelerate their growth. Circana’s Liquid DataTM technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy.
