You can learn how UK commercial broadcasters have turbo-charged outcomes measurement and created predictive models to demonstrate the expected brand or performance impact of planned TV advertising. ‘Powered by Thinkbox’ and backed by ITV, Sky Media and Channel 4, Lantern is a single-source behavioural panel that demonstrates online and offline outcomes after TV exposure, including in the short-term. Separately, Sky Media has launched Norman, an effectiveness databank used to forecast and optimise brand and business outcomes from addressable TV advertising. This is an update on the work so far, and next steps. There is practical advice for media owners looking to improve their outcomes measurement and predictions. We also hear how these initiatives are benefiting agencies and advertisers.