Thomson Intermedia has launched what it claims is the UK’s first ever scientific measure of door-drop advertising, which it hopes will help the medium lose its “Cinderella” status in direct marketing research.
The system has been developed in conjunction with Royal Mail, and covers unaddressed letters and leaflets delivered to Thomson’s accredited panel of 6,000 individuals. The door drops are collected, scanned and categorised each month, and analysis takes place to determine demographic and socio-economic facts about the recipient household.
Thomson Intermedia’s Charles Ilsey commented: “Door-drops have long been the Cinderella of direct marketing research, and our new service will shed some much-needed light on this important advertising medium.”
Data collected by the new system can be analysed in terms of household postcode, social class, income bands, Acorn, Mosaic and other indicators.
This week the Advertising Association revealed that Direct Marketing was the only sector in its Quarterly Survey of Advertising Expenditure for the first three months of this year to see a significant year on year improvement in revenue. Spending on the medium was up 5.8% compared to Q1 2001, to £630m (see Feature: Ad Revenues In Need Of Boost After Weak Q1).
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