Latest Research

  • Screen Life: The View from the Sofa
    A new study carried out for Thinkbox by COG Research and designed to help the advertising community understand the context of multi-screening (watching TV and simultaneously using an internet-connected device such as a laptop, smartphone or tablet). Using a combination of research techniques which examined over 700 hours of TV viewing gathered from filming the living rooms of 23 multi-screening households in the UK, psycho-physiological analysis, digital ethnography and online research among 2,000 people with TV and online access. Here you can read about the research context, the methodology and key findings from the report which reveals how TV and TV advertising benefits from second screens.
  • Payback 3: ad success in tough times
    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.
  • The Truth about Youth: TV and young people
    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.

Previous Projects

  • TV Response: the new rules
    Thinkbox 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.
  • 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 the effectiveness of using TV and online in tandem has been examined in depth.
  • 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.
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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
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

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.

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