ITV To Publish Research Into Television Advertising
As part of its recently launched Values of Fame marketing campaign, ITV will for the first time publish the results of research into the effectiveness of television advertising on sales.
Over the last eight years ITV has invested £3 million in a single source research project that has seen a nation-wide panel of 3,000 homes equipped with a set-top meter to record television viewing and a bar code scanner to record purchases.
A so-called tvWORKs study, which has been carried out by Taylor Nelson Sofres, has led to the creation of a valuable database comprising more than 5 million purchases and how they were influenced by television advertising.
The headline findings focus on products in the FMCG sector and will be published later this month in a CD-Rom to be distributed with the first Value of Fame publication. An extensive anthology of the results will be published in December to enable advertisers to explore the full detail of the study.
According to ITV Sales, key findings of the research include the short, medium comparative effectiveness of television advertising and price promotions, a comparison of different media strategy on driving sales and a comparison of sales effect by time of day.
Commenting on the initiative, Justin Sampson, director of customer relationship marketing at ITV Sales, said: “It is particularly interesting to have evidence that shows how television advertising creates short-term sales uplifts among the type of shoppers who will make the greatest contribution to long-term brand growth – this is in sharp contrast to the effect of price promotions.”
ITV Sales is currently in the process of commissioning further research, which it claims will generate new insight into the effectiveness of television in building famous brands. Sampson added: “The research should provide practical assistance to advertisers to understand the nature of fame, how it impacts on business success and the levers that need to be pulled in order to improve brand fame.”
Plans to publish the research findings comes as ITV Sales launches its Values of Fame marketing programme in an attempt to convince brands of the benefits of television advertising. The campaign, which rolls out this week, centres around the proposition that television is the medium that best guarantees advertisers the ability to build ‘brand fame’ (see ITV Launches Campaign To Boost Television Advertising).
ITV: 020 7843 8000 www.itvsales.com
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