Latest Research

  • TV Together: a very social medium

    TV TogetherThis work explores the shared viewing experience, the latest phenomenon of social networking in relation to TV and ultimately what it all means for advertisers.

    TV is arguably one of the most social forms of media; people love to watch, discuss and enjoy TV together. This shared viewing aspect to TV is one of its greatest assets as an advertising medium. However, people's inherent need for interaction has now spilled over onto social networking sites such as Facebook, with new TV related groups and fan pages popping up on a daily basis.

    Thus, our research is made up of two chapters. The shared viewing element examines the context of shared viewing and how this unique feature can be best exploited by practitioners. The second chapter looks at TV and social networking and the concept of the 'virtual sofa'. We explore social networking as a response vehicle for TV programmes and advertisers and develop ideas which may help broadcasters and advertisers maximise this relationship in the future.

    If you’d like us to come along and present the findings to your colleagues, please contact Nicole Greenfield on nicole.greenfield@thinkbox.tv.

    Click here to review the research underpinning this presentation.
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  • TV Response: the new rules

    TV Response EventThinkbox has launched a major new piece of research on how TV response works. The analysis looks at the impact of television on both immediate web response and other short-term response channels. As well as coming up with best practice advice on your TV creative and media planning, the speakers pointed to how to optimize your other media activity to capture the response that TV generates.

    Click here to review the research underpinning this presentation.

Previous Projects

  • TV & Online: Better together
    TV & Online: Better together
    Pioneering new research from Thinkbox and the Internet Advertising Bureau (IAB) has shown that using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation. Their combined use produces major benefits for advertisers, including dramatically increased positive brand perception amongst consumers – some 50% higher – as well as significantly greater likelihood of purchase. Conducted by Q Media Research, this is the first time …
  • Advertising payback – is TV advertising still effective?
    Advertising payback – is TV advertising still effective?
    One of the biggest challenges in the current advertising climate is demonstrating the effectiveness of advertising investment. Nowhere is this more prevalent than with TV advertising, which tends to work building brand associations over the long term which traditional econometric methods can fail to pick up. PriceWaterhouseCoopers combined innovative long-term econometric analysis across a wide range of markets and conjoint analysis to unlock the payback of TV expenditure.
  • DTRs - A Love Story
    DTRs - A Love Story
    This research has uncovered, for the first time, the emotional context of Digital Television Recorder (DTR) usage: viewer motivations; the benefits they get from their DTRs/ PVRs: the evolving relationship they have with TV and the commercial contract between viewers and advertisers. A love story sits at the heart of this fascinating piece of research.
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Research

Inform. Inspire. Involve. That’s exactly what Thinkbox seeks to do and our research is no exception. Here you can delve into a fascinating body of work, both past and present, to help you get to grips with how TV works, why it works, and how it will develop in the future.

Associated content

  • Audience Measurement and Data: BARB, TouchPoints and TGI
    Audience Measurement and Data: BARB, TouchPoints and TGI
    How TV is measured (BARB), the biggest cross-media research initiative for years (Touchpoints) and using TGI to understanding consumer attitudes, motivations and behaviours. Here's the top line and some useful links.
  • Stakeholder Research
    Stakeholder Research
    We're not the only ones who take the business of understanding our medium very seriously: our shareholders have also generated some great insight. We've collected some of this together for you on these pages.

Further Links

Marketing in the Era of Accountability
Marketing in the Era of Accountability
Through thorough and impartial examination of the last 27 years of Advertising Effectiveness Awards case studies, the IPA has proof that using TV makes campaigns more effective. No matter what size your budget, TV outperforms other media channels. We've collected a few headlines for you here and also filmed Les Binet and Peter Field presenting their findings.