Thinkbox research

Find out more about how and why TV works with Thinkbox’s award-winning research


BVOD Almighty: Reach and Return

‘BVOD Almighty’ is a large-scale, multi-mode series of research studies which explores the effectiveness of BVOD and brings together ethnographic research from Acacia Avenue, econometric analysis from Gain Theory and GroupM and advanced data science evaluation from PwC.

adnormal behaviour

Adnormal Behaviour

‘Adnormal Behaviour’ is an updated version of our landmark study ‘TV and Ad Nation’. Conducted by Ipsos, it explores the differences in media attitudes and behaviours between those who work in the media industry and the average person in the UK.


Giving attention a little attention: download the white paper

Cognitive scientist Dr Ali Goode outlines the current approaches to attention within the advertising and media industry and compares them with academic insights and theories.


The TV playbook for online businesses

This study provides online businesses with their first-ever TV playbook, a guide to help unravel and navigate what can be a daunting and confusing journey.


Adapting to adversity: advertising lessons from lockdown

Our latest research looks at the way brands had to adapt to the rapidly shifting landscape due to the impact of the pandemic and their future perspective on what changes they foresaw in their marketing plans for 2021.


Signalling Success

This study is an analysis of advertising’s ‘signalling’ effect, revealing how media channels differ widely in their ability to communicate vital brand signs.


Lockdown TV

A new real-time study conducted by Ipsos MORI follows 12 households across the UK as their routines, needs and viewing habits change week by week during the COVID-19 lockdown.


Demand Generation

Mediacom, Wavemaker and Gain Theory’s latest research on how to optimise short-term returns & sustained base sales growth

As Seen on TV: supercharging your small business

As Seen on TV: supercharging your small business

How can TV supercharge small businesses and what are the most effective strategies for profit and growth?


A Matter of Time: the importance of time-length in TV advertising

Can you really tell a story in a few seconds? Work Research investigated the impact of time-length in TV advertising.


The Age of Television: the needs that drive us

This study by MTM uncovers the evolving TV and online video landscape, how it impacts the way we consume content and the core ‘need states’ that drive us to watch.


Profit Ability: the business case for advertising

Independent effectiveness study from Ebiquity and Gain Theory of over 2,000 campaigns quantifying advertising’s short and long-term business impact


From Brand to Bland

Behavioural Architects removed people’s favourite brands from their lives to see what difference it made.

Get with the programme

Get with the programmes: the Thinkbox guide to TV partnerships

An innovative and ground breaking study undertaken by House 51 and YouGov, exploring all of the aspects of TV sponsorship from how it works on the brain to how those effects translate into results.


Effectiveness in the Digital Era: Media in Focus

Landmark new research by the IPA revealed that TV advertising works best of all, especially when used in combination with online video.

TV Nation 2014

TV Nation 2016

Thinkbox’s on-going 'TV Nation' project, tracks attitudes towards different forms of advertising. Our most recent iteration paired ‘TV Nation’ with ‘Ad Nation’, a survey comparing people working in the advertising industry with the general public. It paints an interesting picture.

Creative drivers excellence

Creative Drivers of Effectiveness

Neuro-Insight analysed their databank of 200 TV ads to uncover which creative factors are most strongly correlated with long-term memory encoding, a proven metric in driving decision making and future behaviour.

TV Response: New Rules, New Roles

TV Response: new rules, new roles

This research reveals the impact of different media channels in driving response, with focus on TV’s role as a response driver in the long, medium and short term.

The truth about youth

The truth about youth 2015

In recent years video consumption has evolved as the number of screens available has expanded. This study looks at the role of different video in young viewers’ lives to understand the key influences behind their habits and motivations.

Screen Life 3

Screen Life: TV advertising everywhere 2014

This research examines how people are watching TV now and what this means to advertisers.


Profit Ability: the business case for advertising

Independent effectiveness study from Ebiquity and Gain Theory of over 2,000 campaigns quantifying advertising’s short and long-term business impact

TV Twitter

#TVTwitter research 2014

Research by Twitter and Thinkbox has revealed how and why the UK is increasingly using Twitter while watching TV.

Screen Life 2

Screen Life: TV in demand 2013

This research revealed how and why viewers choose between watching TV live or on demand (VOD) and why they watch different types of online video. In revealing the attractions of VOD, the study provided valuable insights into why live TV remains so dominant.


POETIC research: TV’s Influence Calculated 2013

Find out the real drivers of word of mouth and the impact of paid-for advertising from this Thinkbox research study.

The long and short of it

The long and the short of it 2012

This research report is now famous for its evidence-based recommendations for businesses on how best to approach investment in advertising.

Screen Life

Screen Life the view from the sofa 2012

Discover the impact that multi-screening has on viewing and how using a second screen while watching TV encourages more TV viewing.

The link between creativity effectiveness

The link between creativity and effectiveness 2010

Bringing together findings from The Gunn Report and the IPA Effectiveness Databank, this research reveals the effectiveness of creativity in advertising.