Winners of the awards, which are designed to recognise and celebrate inspired use of TV, will be revealed at London's Sketch in June.
Manning Gottlieb leads the shortlist, with entries in four of the five categories. Havas Media and Carat are the only other agencies to have more than one shortlisted entry this year.
Only one shortlisted entry includes a creative agency – bucking a trend that saw four such combined media and creative agency entries in 2013. PHD and Drum, who scooped last year's Grand Prix with Grey London for work with the British Heart Foundation, are shortlisted this year together, with Abbott Mead Vickers BBDO.
Other shortlisted agencies are: Starcom MediaVest, M2M, Mindshare, UM Birmingham, Vizeum, MediaCom North, ZenithOptimedia/Newcast and Total Media.
Judges including Elizabeth Fagan, the marketing director, health and beauty, international and brands at Alliance Boots; Dylan Williams, the global chief strategy and innovation officer at Publicis Worldwide and Arif Durrani, the head of media at Campaign and MediaWeek's editor, will decide on the final cut at the beginning of May.
Tess Alps, the Thinkbox chair, said: "Deciding on a shortlist is always incredibly difficult task and this year was no different. The campaigns that have made it are all genuinely excellent examples of TV planning and all made a real difference to the brands.
"Choosing the winners from this esteemed group will be even harder. All those who have made the shortlist should be proud of their achievement."
The Thinkbox TV Planning Awards Shortlist 2014
Best use of TV innovation
Manning Gottlieb OMD for Sony PlayStation: ‘Putting the play back into PlayStation’
Havas Media for East Coast Trains: ‘The Sky's the limit for East Coast Trains’
Starcom MediaVest for Tetley: ‘Pause for a cuppa?’
Best use of TV in an integrated campaign
Manning Gottlieb OMD for John Lewis: ‘Christmas 2013: Bear & Hare’’
M2M for notonthehighstreet.com: ‘The story of notonthehighstreet.com vs. The High Street’
Mindshare for Marmite: ‘Love it, or hate it. But it's better on TV’
Carat for Lurpak: ‘Lurpak Spirit Level – using real-time insight to comfort the nation’
Best newcomer to TV
Manning Gottlieb OMD for John Lewis Insurance: ‘Finding their home on TV’
UM Birmingham for Gtech Air Ram: ‘Seeing is believing – how Gtech ‘hoovered’ up sales with TV’
Carat for StepChange Debt Charity: ‘Using contextual TV airtime to launch StepChange Debt Charity and build brand association with people with problem debt’
Vizeum for Casio Sheen: ‘Casio Sheen & ITV2’s TOWIE’
Best ongoing use of TV
PHD, Drum & AMV BBDO for Sainsbury's: ‘Driving sales by utilising every part of TV’s armoury’
Havas Media for JUST EAT: ‘From minnow to mainstream – JUST EAT’s five years of TV-fuelled growth’
MediaCom North for Iceland: ‘MediaCom and Iceland - I'm a Celebrity’
Best use of sponsorship and content
ZenithOptimedia/Newcast for RBS: ‘Finding Scotland's real heroes’
Manning Gottlieb OMD for Prostate Cancer UK: ‘Father's Day’
Total Media for Macmillan: ‘Using contextual creativity to drive small budgets onto TV’
the7stars for Ministry of Sound: ‘The Ministry of Sound Marbella Sessions’