5 Years of PL4Yback
Five years ago, we partnered with Channel 4 to launch PL4Yback, a platform designed to measure the effectiveness of bespoke TV advertising featuring Channel 4 talent. PL4Yback has since become an invaluable tool for new-to-TV brands and Diversity in Advertising Award winners, providing deep, actionable insights that drive creative success. With nearly 100 campaigns analysed, the platform continues to empower brands to push creative boundaries while delivering measurable results, ensuring TV advertising remains both bold and effective.
We’ve worked with Sonder for over 10 years across more than 100 studies – they are responsive, flexible, engaging thinkers who really understand how sponsorship works and how insight can support effective marketing. We love that their nuts and bolts are solid – and hugely appreciate the value add they bring to discussions, always working to improve and develop the work and the partnership we have with them.
Rupinder Downie
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Curiosity
Five years ago, in collaboration with Channel 4, we created PL4Yback to explore the true power of TV advertising creative. Our goal was to go beyond basic testing and understand how bespoke campaigns featuring Channel 4’s talent could boost brand engagement. Since launch, PL4Yback has become the go-to platform for new-to-TV brands and Diversity in Advertising Award winners, helping them create content that truly resonates with viewers.
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Conscience
Designing PL4Yback was about more than data—it was about delivering deep, actionable insights for multiple brands. We built a tool that ensured transparency and precision, allowing brands to respond quickly to campaign performance. With a database of core metrics, we contextualised results, giving brands the confidence to experiment with creative ideas, knowing their impact would be measurable and clear.
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Complexity
Over five years, PL4Yback captured insights from nearly 100 campaigns. We conducted a meta-analysis to uncover key drivers of effectiveness, identifying nuances that made standout campaigns successful. Brands gained a roadmap of what worked and why, empowering them to push creative boundaries while delivering measurable results.
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Conviction
PL4Yback’s true value lies in its ongoing influence. First-time TV advertisers have found confidence in the platform, using its insights to navigate their entry into TV with certainty. One example is Channel 4’s Black in Business initiative, which launched five black-owned businesses into TV using PL4Yback’s insights to guide their creative decisions. The platform ensures that creativity isn’t just bold—it’s effective.
Case Studies
Don't just take our word for it - with an average retained tenure of 8 years, our client work speaks for itself.
Sonder is a full-service agency with expertise in brand, audience and creative research.
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