Are outcomes the common metric that will prove the value of all media investments in future, and do we need TV to start moving towards outcomes as the primary indicator of its value? We want to know what the journey to a more outcomes-based future looks like. Some broadcasters are benchmarking online activity outcomes vs TV exposure, so is this a way to justify continued TV spend or the basis for forecasting outcomes (by category, brand, campaign length, etc.)? How does TV demonstrate short-term outcomes fast enough to allow inflight optimisations? We want to know about the data smarts and collaborations needed to make more outcomes-based measurement realistic, and how we de-duplicate the contributions of different TV channels or services. What would more TV outcomes data mean for agencies and their planners?