Kate Waters
Kate Waters is Director of Commercial Effectiveness at ITV, the UK's largest commercial broadcaster, where she leads work on proving and improving the effectiveness of television advertising. In this role she works with brands and agencies to demonstrate the business impact of advertising on ITV's platforms, drawing on research, data and measurement frameworks to make the case for TV as an advertising medium. Waters has been a visible voice in the UK advertising effectiveness debate, contributing to industry conversations around how broadcasters can better evidence the return on investment that TV delivers for advertisers. Her work sits at the intersection of media sales, research and marketing science.
Last updated Oct 23, 2026 by ATDb automated enrichment · Connections updated Oct 23, 2026
AI-drafted from public sources1 source cited
- Years in industry
- 15 years
Bio
Kate Waters is Director of Commercial Effectiveness at ITV, the UK's largest commercial broadcaster, where she leads work on proving and improving the effectiveness of television advertising. In this role she works with brands and agencies to demonstrate the business impact of advertising on ITV's platforms, drawing on research, data and measurement frameworks to make the case for TV as an advertising medium. Waters has been a visible voice in the UK advertising effectiveness debate, contributing to industry conversations around how broadcasters can better evidence the return on investment that TV delivers for advertisers. Her work sits at the intersection of media sales, research and marketing science.
Career
Director of Commercial EffectivenessCurrent
Roles with a cited source. All linked roles are in the Roles tab.