Latest Research

  • Tellyporting: travelling to TV’s near futuretravelling to TV’s near future
    This research, from Thinkbox and Decipher, is a fascinating look at emerging consumer behaviour as people adapt to a rapidly changing technological landscape of internet connected TVs, smartphones and tablets. It includes some very useful insights into the relationship between linear and on-demand viewing, 2 screen behaviour, TV and social media and of course advertising and ecommerce.
  • 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 now is a good time to take a close look at how these developments are affecting the younger generation.

Previous Projects

  • The link between creativity and effectiveness
    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 between 2000 and 2008. It reveals a direct correlation between strong advertising creativity and business success and that high levels of creativity make advertising campaigns at least 11 times more efficient. Here you can find out about the project’s background, read the management summary and download the IPA’s full report.
  • Neuroscience: creativity, media placement and the brain
    In June 2010, Thinkbox released the results from our first foray into neuroscience. This pioneering study combined two cutting edge techniques to ascertain a) how creativity works in TV advertising and b) how the impact of media placement – particularly the relationship between TV and online – impacts upon the brain. Here you find out more about fMRI and SST, explore the methodology, and have a good look at the results that came out of this research.
  • TV Together: a very social medium
    At TV Together: a very social medium we have launched two brand new pieces of research. First, we put shared viewing under the microscope to better understand why, how and what we watch together, the impact of technology on the shared experience and how all of this affects the way TV advertising works in our brain. Secondly, we explored the complementary relationship between TV and social media and providing some new insights into how advertisers can harness the ripples from their TV activity in this new space.
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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.
  • 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
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.