Setur tested a new AI-powered approach to TV media planning
TV advertising remains one of the most powerful media channels for brands, offering broad reach and strong visibility. However, maximizing the return from TV investment is not only about appearing on the right channels. The real difference comes from measuring how TV spots impact digital behavior and turning those insights into media planning decisions quickly.
Setur and its media buying agency Inmedia tested this approach with Lyzio, Medialyzer’s AI-powered media planning tool. In this project, Lyzio was used together with Medialyzer’s TV Attribution product, which measures the impact of TV advertising on online traffic.
Lyzio is an AI agent developed by Medialyzer for media buying and planning agencies. It takes over routine planning workload, frees up planners’ time, increases operational speed, and helps teams create more efficient media plans based on campaign performance.
In this project, Lyzio analyzed performance signals from TV Attribution and generated a media plan directly based on those insights. The media planning team finalized the plan through a short natural-language interaction.
Test setup
In May 2026, a 7-day controlled A/B test was conducted for Setur’s International Sales Campaign.
Between May 13–15, the media buying team prepared and implemented the routine TV plan. Between May 16–19, the media plan created with Lyzio + TV Attribution was activated.
During the same period, Setur’s Domestic Sales Campaign was also live on TV. No AI-generated plan was used for this campaign, making it a control mechanism to understand the effect of seasonality.
Results
In the International Sales Campaign where Lyzio was used, the unit cost of TV-driven website traffic decreased by 28% between May 16–19 compared to May 13–15.
In the Domestic Sales Campaign, where Lyzio was not used, the unit cost of TV-driven website traffic increased by 2% over the same comparison period due to seasonality.
This showed that the performance improvement in the International Sales Campaign was not caused by an external factor such as seasonality. In other words, Lyzio achieved a 28% reduction in unit cost despite a 2% negative seasonal effect.
The results were also independently confirmed through Google Analytics. Without any increase in TV budget, and while two TV campaigns were running at the same time, only one campaign used Lyzio for media planning. That campaign achieved a 6% increase in average daily website traffic.
“Our three-year collaboration with Medialyzer enables us to monitor the performance of our TV broadcasts instantly and in detail, in line with our goals. Thanks to the TV Attribution product, we can make more holistic decisions in our planning processes by tracking not only reach, but also critical performance metrics such as engagement and unit cost.
Lyzio has significantly reduced our manual operational workload in this process, while contributing to performance optimization and much more efficient budget utilization.”
Ece Özyurt
Marketing Communications Manager, Setur
Test Lyzio in your own campaigns
Improving performance in TV media planning is often associated with increasing budget. However, the Setur x Lyzio case study shows that when accurate measurement and AI-powered planning come together, brands can achieve more efficient results with the same budget.
Lyzio integrates TV Attribution data into the media planning process, enabling teams not only to analyze past performance, but also to create stronger plans based on those insights.
To test performance-oriented media planning in your TV campaigns and see the impact Lyzio can create for your brand, contact the Medialyzer team.
