Thinkbox has launched a free tool to help media planners compare the cultural impact of different media channels across 19 audiences, aiming to bring cultural relevance into media planning alongside established metrics such as reach and ROI.
The Cultural Compass tool is based on Thinkbox’s 2026 Cultural Advantage study, conducted with cultural insight specialists and everyday people. The study surveyed a nationally representative sample of 2,000 UK adults aged 16 and over on the cultural influence of TV, cinema, radio, podcasts, video-sharing platforms, social media, newspapers and magazines, and content creators.
The tool assesses media across seven dimensions of cultural impact: affirmation, bonding, bridging, continuity, currency, purpose and transformation. These cover how media reinforces identity, builds connections, reflects current trends, sustains relevance over time and challenges social norms.
Planners can use the tool to compare how channels perform across these dimensions among different audiences, such as assessing cultural relevance between 16-24-year-olds vs older age groups, or identifying the media best suited to a brand’s cultural objectives.
Elliott Millard, Thinkbox’s chief strategy officer, said the tool provides evidence to help advertisers understand how different media contribute to culture rather than relying on instinct.
“We know being a part of culture is a commercially smart move, but we’ve lacked the evidence to properly understand how different media can help achieve it. We’re used to building media plans on reach, cost, attention – but culture has been left largely to instinct.
“The Cultural Compass reveals how different media contribute to culture, whether that’s bringing people together, keeping brands relevant, or challenging norms rather than just echoing them. These are important distinctions for any brand wanting to build a meaningful place in people’s lives.”
The Cultural Advantage study found that TV was the UK’s most culturally significant medium overall, ahead of social media. Among 16-24-year-olds, social media ranked first and TV second.
The study also identified continuity – culture’s ability to endure and connect generations – as the most valued cultural dimension, with TV and cinema performing strongest on this measure.
You can use the tool for free here.
