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Tony Jarvis

Member since April 2006Contact Tony

As proprietor and Research Architect for the Olympic Media Consultancy we serve global clients in 3 key areas: Provide expert leadership, analysis, planning and strategic thinking to optimize the value and usage of available media/marketing and data/systems information. Generate increased marketing ROI (revenue, profitability and brand equity) by providing relevant insights through designing, executing and interpreting superior advertising research. Evaluate and improve advertising and media effectiveness for agencies and their clients by understanding, developing and managing meticulous consumer research and applying "leading edge" models and concepts. Tony was Chairman of CARF, Canada and is a former Board member of The ARF and MRC . An Olympian he was formerly the British Olympic Swim Team Captain. He writes Op Eds exclusively for Media Post and also offers regular pithy comments on Media Post articles. He refuses to use "Fakebook"!

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  • No Attention, No Outcomes by Tony Jarvis (Planning & Buying Insider on 04/15/2026)

    Ed:  Sound further insights and considerations as always.  From a media planning and buying perspective, "Attentive audience (actually watched or heard) exposures" should surely be the  basis for all Cross-Media-Measurement as also urged by Jonathan Waite.  It would establish the minimal media metric threshold to achieve any outcome (verus raw impressions) albeit depending on the impact of "many other varibles", as you rightly point out.   

  • State Of The 'Currency' Marketplace: Fiesta, Siesta, Fiasco? by Tony Jarvis (Planning & Buying Insider on 04/01/2026)

    Ed: Just posted this on LinkedIn in response to Dr. Tracy Adams', ARF, excellent observations on the complex barriers facing media measurment in the US. I believe it underlines the concerns we have both expressed regarding the critical importance of people-based real exposure measurement for too long. https://www.linkedin.com/posts/tracy-adams625_cimmeast2026-cimmeast2026-measurement-activity-7444879478142439424-_Jnw?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAKo4FUBIAk90m3xtqphku7ECsUhBCx676Y"I would add a caution that relying on device-based ("content rendered counts on the glass" aka "viewable impressions") measurement essentially takes the industry back years to circulation/distribution metrics that we seriously left behind after the seminal Advertising Research Foundation (ARF) Media Model was published, 2003. Understanding how advertising works and the most relevant metrics to use has continued its sophistication with Attention metrics. No Attention. No outcomes!"I have a piece coming out imminently on ARF's Evaluation of Attention Measurement, Phase III that was driven by Tracy together with Paul Donato at ARF.  Terrific work on this critical media dimension by ARF.  

  • Your Agency Is Officially A Seller -- Time To Start Treating Them Like One by Maarten Albarda (Media Insider on 03/20/2026)

    When advertisers understand that CPM stands for "Completely Positively Mad" and worse when not based on people-based measures of attention, i.e. avoid "viewable impression" device-based metrics, the impact of their media investments as part of their overall marketing efforts, will assuredly drive more cost effective brand campaign outcomes.  

  • IAB Sweden Expels Meta: Warns Advertisers About Fraud, Brand Safety by Laurie Sullivan (MediaDailyNews on 03/13/2026)

    It would be insightful to hear from Arielle Garcia at "Check My Ads" on this bold leadership move in Sweden especially as it came from iab.  Lessons to be learned and actions to be taken here???  

  • Synthetic Data Is Rewriting The Rules Of Measurement by Tasha Webb (Planning & Buying Insider on 03/11/2026)

    Bring it on, John!

  • Don't Be Dumb by J. Walker Smith (Planning & Buying Insider on 02/19/2026)

    Walker:  Huge thanks for the references and forthright insights on LLMs, AI plus your cautions on their use in marketing.  Garbage in, garbage out!?  Appears to have parallels to the current often deliberate disconnect and misunderstanding of the relative value of device/screen-based versus persons-based (consumer) actual exposure media measurement and the latter's imperative to drive a campaign outcome verus the former.

  • What Authoritarianism Gets Wrong by Gord Hotchkiss (Media Insider on 01/27/2026)

    Gord: An insightful and encouraging piece.  The Minnesotan protesters are the real US patriots.  See you at The Shaw in Niagara-on-the-Lake, ON over the Summer?  "Elbows up!" 

  • Nice Merger You've Got There, It Would Be A Shame If Something Happened To It by Dan Perry (Red, White & Blog on 01/02/2026)

    Dan: Brilliant synopsis of the evolving capitulation and convenient acquiesence of the media to the current regime.  While many would have no desire "to live there" or now perhaps even "live here", I am reminded of what the film maker Michael Moore implored during an MSNBC interview during the first equally corrupt term of the current incumbent: "Stay and fight!"  

  • '60 Minutes' And 'Integrity': Where Do Viewers And Brands Figure In? by Wayne Friedman (TV Watch on 12/29/2025)

    Melissa:  Spot on from a former CBS employee.  As consistently demonstrated, "no experience" and "proven to lack the qualifications and intellect necessary for the job" pervades the current administration who Weiss unequivocally has demonstrated she serves.  

  • The Most Red - Er, I Mean Read - White & Blogs by Joe Mandese (Red, White & Blog on 12/29/2025)

    Joe: Another brilliant year of reporting - and a well deserved standing "O" and thank-you.  Elbows-up! 

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