Thinkbox DVD Series To Aid Advertisers
Viewing habits of hard-to-reach television audiences may be easier to understand thanks to the launch of a new series of profile DVDs by TV marketing body, Thinkbox.
TV Bites is a series of in-depth television audience profiles, packaged as bite-sized 10-minute movies to be distributed on DVD. The programmes use expert analysis to provide information to supplement the lifestyle data that is already available on these audiences.
The series will feature new and specially commissioned content focus group footage, programming snippets, advertising content and research data, all categorised and tailored around three priority audiences per DVD, which are relevant to planners and brand custodians.
The first trio of audiences under the TV Bites spotlight is “Yummy Mummies” (women with children under five), “Wise Guys” (20-something early adopting males) and “Flourishing Fifties” (couples over 50 whose children have fled the nest).
The first TV Bites will be introduced by leading industry experts; Marie Oldham, strategy director at MPG, Ivan Pollard, partner at Naked, and Tess Alps, chairman, PHD Group UK and incoming Thinkbox chief executive.
Thinkbox chairman, Andy Barnes, said: “The TV Bites series has been commissioned to help advertisers get more out of TV, by providing new insights into how to connect with them through television.
“TV Bites will tease out the nuances of viewing behaviour for some of the toughest to reach consumer groups, presenting challenging commentary and ideas from our expert commentators to accompany our focus group findings.
“TV Bites are designed to complement and go beyond existing planning tools like TGI, Mosaic and Acorn because Thinkbox recognises the need for planners and marketers to get under the skin of their target audiences and build the fullest possible profile of their viewer behaviour.”
Thinkbox has committed a £100,000 per DVD investment to the development of TV Bites, which will be distributed directly to marketers and agencies throughout 2006 and beyond. The first DVD will be distributed on 7 June to around 15,000 top UK marketers and planners.
Media research specialist, Sparkler, has been appointed to devise and conduct audience focus groups to inform the TV Bites series, while brand experience agency, Sledge, has been commissioned to produce the DVDs, building on Sledge’s previous content work for the Thinkbox Experience in 2005.