Latest Insights

  • The ‘Screen Life: TV in demand’ research commissioned by Thinkbox from Flamingo and Tapestry reveals how audiences choose between watching Television programmes live or on demand (VOD) and between different types of VOD. There’s a huge amount of interesting material in the study which will no doubt be pored over extensively in the next few months. However, in the interim, we thought it may help to give you a quick summary what the research looked at and what it has revealed so far. You can read the key headlines here or download a handy PDF to keep.
  • Thinkbox’s on-going annual research project, 'TV Nation', with Ipsos MORI, tracks attitudes towards different forms of advertising. In 2013 we paired ‘TV Nation’ with ‘Ad Nation’, a survey among people working in the advertising and media industries. A comparison between the two studies showed that there are sharp differences in lifestyle, behaviour and attitude between the general public and the media world, and that perceptions are sometimes wider still. This interesting and revealing report is a real eye-opener for the advertising industry. Here you can catch up with some of the headlines from the study, download a handy reference PDF or access some Nickable Slides. All guaranteed to surprise your industry colleagues.
  • This is an econometric study by Data2Decisions, the leading marketing effectiveness consultancy, and Thinkbox. It analysed what brand activities create new, ‘earned’ word of mouth in addition to the heritage, market and seasonal factors which make up the ongoing ‘base’ level of brand conversation, some of which will have been influenced by previous brand activity. The study examined over half a million data points for 36 brands to reveal exactly what the relationship between paid, owned and earned media is and how it works. You can find the key findings from the study here

Previous Projects

  • This research by the IPA – in association with Thinkbox – examines the business effects of 1,000 advertising campaigns from over 30 years of IPA Effectiveness data. It provides evidence-based recommendations for businesses on how best to approach investment in advertising. The report was researched and written for the IPA by Les Binet, Head of Effectiveness at adam&eve DDB, and Marketing Consultant Peter Field, and is an update on their influential earlier work, ‘Marketing in the era of accountability’, which was published in 2007. Here you can find some of the key findings and recommendations from the study.
  • Payback 3, an independent study commissioned from Ebiquity by Thinkbox, is an econometric analysis of 3,000 ad campaigns across nine advertising sectors between 2006 and 2011. It compared, on a like-for-like basis, the sales and profit impact during the last five years of five forms of advertising: TV, radio, press, online static display and outdoor. Amongst the findings, the research showed that TV advertising is 2.5 times more effective at creating sales uplift per equivalent exposure than the next best performing medium. Payback 3 joined a growing body of work proving the effectiveness of TV and you can read all about it here.
  • TV is expanding at a breathtaking pace. New devices, new platforms, new commercial opportunities... these are all having an impact on our relationship with TV and it is important to take a close look at how these developments are affecting the younger generation.
  • This research, commissioned by Thinkbox and the IPA, and undertaken by independent marketing consultant Peter Field, analysed the correlation between campaigns' performance across a wide range of the worlds' most respected creative awards determined by The Gunn Report, and their performance in hard business terms recorded in the IPA Effectiveness Awards Databank. Updated in 2011, the analysis now covers 435 campaigns over a sixteen year period between 1994 and 2010. It revealed a direct correlation between strong advertising creativity and business success, and that high levels of creativity make advertising campaigns some 12 times more efficient at increasing a brand’s market share. Here you can find out about the project’s background, read the management summary and download the IPA’s full report.

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

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.

Further Links,

This research by the IPA – in association with Thinkbox – examines the business effects of 1,000 advertising campaigns from over 30 years of IPA Effectiveness data. It provides evidence-based recommendations for businesses on how best to approach investment in advertising. The report was researched and written for the IPA by Les Binet, Head of Effectiveness at adam&eve DDB, and Marketing Consultant Peter Field, and is an update on their influential earlier work, ‘Marketing in the era of accountability’, which was published in 2007. Here you can find some of the key findings and recommendations from the study.

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