ITV To Spend £5m On Research Into The Effects Of Ads

ITV is to embark on a venture to improve the measurement of ads’ effect on sales. Joining forces with Taylor Nelson Sofres (TNS), the £5 million venture will quadruple the size of its tvSpan panel, and more effectively measure the correlation between TV viewing and product purchases.

In a project worth £5m over four years, Taylor Nelson will install TV set meters in 3,000 homes in five ITV regions by the end of 2000. By measuring both TV viewing and fmcg (fast moving consumer goods) purchases within the household, the project aims to provide more detailed information about the effect of TV advertising on sales over various time periods. Data will be collected by the TV meter and barcode readings and downloaded to computers at TNS for analysis.

Marketing director of ITV, John Hardie, said: “We are very happy to be working with Taylor Nelson Sofres on this project. This research will now be available to a wider customer base, and its timing is significant given client calls for further accountability, continued retailer demands to support everyday low pricing, and pressure on agencies facing performance-related commissions.

“We expect tvSpan will deliver, in a nutshell, two things: proof that TV advertising works in terms of what matters – sales. Also, an improved understanding of how it works and, with that understanding, the ways to make the medium more cost-effective.”

ITV: 020 7843 8000 Taylor Nelson Sofres: 020 8967 4404