CLUTTER RESEARCH – END OF TOPIC

At last night’s MRG meeting where ITV presented the results of their Clutter Research, the outcome was that as far as ITV is concerned, the debate is now closed.

Results showed that clutter is not seen as such by viewers, and is in-fact a non-topic as far as they are concerned. David Brennan said that it was really up to agencies to decide if the question was dead, but that it was closed for the time being. He did however warn that the thin line must not be crossed whereby too much promotion does actually become clutter.

Susan Read – Marketing & Research Director – Granada TV

Programming Research and Promotions -(Newsline 17/11)

David Brennan, Controller Audience Planning, ITV Network Centre

Barry Reave – Central TV

Results of Clutter Research – (Newsline 18/11)

The next MRG Meetings will be on the following subjects;

Best Of Conference

The Rising Cost of Research

Quality of TV Viewing