October 1, 2025

Ep.

39:31

MIN

70 Years of TV Advertising - why it works & the best ads of all time - Carloyn McCall, ITV

Dame Carolyn McCall OBE is the CEO of ITV, the UK’s biggest commercial broadcaster. She was previously CEO of The Guardian Media Group and easyJet, and currently serves as President of The Marketing Society.This year marks 70 years of TV advertising, celebrated with the launch of the new report, <a href="https://system1group.com/living-room-legends">Living Room Legends, which explores the best ads of the past seven decades.Dame Carolyn joins Jon to discuss the report, why TV advertising is here to stay, and to reflect on some of the greatest ads of all time.

See behind the scenes

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Creators and guests

Host

Jon Evans

Host of Uncensored CMO

Guest

Listen everywhere

Timestamps

00:00 – Intro

00:42 – 70 years of advertising

02:11 – Carolyn’s vision for the future of marketing

04:15 – Why we need more marketers on boards

05:25 – How a CMO can become a CEO

08:15 – Overseeing the UK’s biggest commercial broadcaster

11:35 – How ITV is competing with global streaming giants

13:19 – How ITV collaborates with the streaming giants

15:15 – The recipe for a long-term hit TV show

17:37 – Is TV advertising dead?

22:47 – Is TV effective for Gen Z?

24:31 – The Living Room Legends report, celebrating 70 years of advertising

27:08 – The most emotional ad for Carolyn

28:06 – What ads have made Carolyn McCall laugh

29:10 – Advertising campaigns that have changed culture

31:42 – Airing an ad within 72 hours of Christian Eriksen’s cardiac arrest

32:23 – Which campaigns have improved over the years

33:34 – The best examples of romanticising the product

35:13 – Why more SMEs are advertising35:52 – The future of TV advertising

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