THE TAM TV SHOWCASE 2026-IS PLAYING IT SAFE THE BEST STRATEGY?At the 2026 TAM TV Showcase we had fantastic morning exploring the power of TV to drive brand growth, with real-world case studies demonstrating how bold, strategic planning delivers stronger business outcomes.Our first panel discussion “ Beyond Safe: Why Brave TV Planning Works” was chaired by Conor Byrne and featured award-winning case studies from Philadelphia, McDonald’s and Guinness, demonstrating how brands are using TV strategically to deliver measurable business outcomes. Our line up of speakers included Lynn Callan (Business Director Spark Foundry) & Eileen Leahy (Biscuits and Baked Snack Lead at Mondelez Ireland) for Philadelphia, Ryan Reid (Client Director Zenith, part of Core) for McDonalds and Catherine Marley (Group Client Director PHD) and Sarah Taylor (Client Solutions Lead VMTV) for Guinness/Diageo
A key theme emerged throughout the session: attention matters.
As Ryan from Zenith noted, “Success doesn’t come from buying the cheapest reach. It comes from investing in the environments that capture attention and drive action.”
Examples showed how high-attention programming, contextual placements and meaningful product integrations consistently outperformed broader, lower-quality reach, while econometric analysis helped prove the return delivered by TV investment.
Guinness and Virgin Media shared the story behind their work to make sports viewing more accessible through Audio Description and Irish Sign Language services.
The initiative highlighted the power of television to bring audiences together, with Catherine observing that: “Accessibility isn’t just about removing barriers. It’s about creating shared experiences that everyone can enjoy.”
By extending these services to linear TV, the campaign significantly increased audience engagement and helped more families and communities participate in live sporting moments.
Our Q&A was with the TAMI Grand Prix Award winners for 2026 Leigh Cunningham (Head of AV Havas Media) and (Lee Martin, Head of Marketing and Promotions at Mediahuis).
They outlined the move from short-term campaign bursts to an always-on AV strategy, built around the successful Written All Over Ireland platform. Lee summed the campaign up brilliantly with the quote that “consistency builds memory. Memory builds trust. And trust drives growth.”
Combining TV, digital video and out-of-home activity with contextually relevant programming meant that the approach delivered stronger brand awareness, increased trust and subscription growth.
Succintly put by Lee towards the end of the conversation- “consistency builds memory. Memory builds trust. And trust drives growth.”
A key theme emerged throughout the session: attention matters.
As Ryan from Zenith noted, “Success doesn’t come from buying the cheapest reach. It comes from investing in the environments that capture attention and drive action.”
Examples showed how high-attention programming, contextual placements and meaningful product integrations consistently outperformed broader, lower-quality reach, while econometric analysis helped prove the return delivered by TV investment.
Guinness and Virgin Media shared the story behind their work to make sports viewing more accessible through Audio Description and Irish Sign Language services.
The initiative highlighted the power of television to bring audiences together, with Catherine observing that: “Accessibility isn’t just about removing barriers. It’s about creating shared experiences that everyone can enjoy.”
By extending these services to linear TV, the campaign significantly increased audience engagement and helped more families and communities participate in live sporting moments.
Our Q&A was with the TAMI Grand Prix Award winners for 2026 Leigh Cunningham (Head of AV Havas Media) and (Lee Martin, Head of Marketing and Promotions at Mediahuis).
They outlined the move from short-term campaign bursts to an always-on AV strategy, built around the successful Written All Over Ireland platform. Lee summed the campaign up brilliantly with the quote that “consistency builds memory. Memory builds trust. And trust drives growth.”
Combining TV, digital video and out-of-home activity with contextually relevant programming meant that the approach delivered stronger brand awareness, increased trust and subscription growth.
Succintly put by Lee towards the end of the conversation- “consistency builds memory. Memory builds trust. And trust drives growth.”
The Future of Sports Rights
The highly anticipated “Ask the Expert” panel explored the changing sports broadcasting landscape and the challenges facing rights holders and broadcasters with contributions from VMTV Director of Sport – Mick McCaffery, TG4 Head of Sport – Rónán Ó’Coisdealbha, Premier Sport CEO – Ryle Nugent, RTÉ Group Head of Sport – Declan McBennett and Sky Director of Commercial Strategy & Transformation -Rory Martin.
While live sport remains one of television’s most powerful drivers of mass audiences and shared national moments, the market is becoming increasingly complex due to rising rights costs, global streaming competition and piracy.
Panellists agreed that collaboration will be critical moving forward.
“The future of sports broadcasting will depend on stronger partnerships between rights holders, broadcasters and brands.”
The discussion also highlighted women’s sport as one of the biggest growth opportunities for the industry, with sustained investment expected to unlock significant audience growth in the years ahead.
Looking Ahead
The Showcase concluded with a clear message: television remains a powerful driver of brand growth, cultural relevance and audience connection. Success will come from bold planning, long-term thinking and continued collaboration across the media ecosystem.
Thank you to all our speakers, panellists and attendees for making the 2026 TV Showcase such an insightful and engaging event.
You can watch the full event on demand below
