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- Screen Life: TV in Demand Summary
- TV Nation/Ad Nation: Attitudes, Behaviours and Motivations Summary
- POETIC: connecting paid, owned and earned media summary
- Advertising effectiveness: the long and short of it summary
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Much has changed in the world of advertising over the last few years, but the importance of proving the effectiveness of advertising investment remains paramount. On Thursday 15 May, 2014 we unveiled Payback 4, an independent study commissioned from Ebiquity by Thinkbox that compares, on a like-for-like basis, the sales and profit impact during the last eight years of five different forms of advertising: TV, radio, press, online display and outdoor.
#TVTwitter research commissioned jointly by Thinkbox and Twitter, conducted by Brainjuicer®, looks at how TV viewers are using Twitter to complement their favourite TV content. The research used ethnographic and quantitative research methodologies to understand more about this emerging behaviour and explore how advertisers can make the most of their involvement.
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
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.
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.
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.
We've assembled lots of good things here to help with those tricky last-minute presentations; TV data charts, downloadable films and the ever-useful "nickable answers to frequently asked questions".
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.