Magazine article Marketing

ITV in [Pounds]5m Research on TV Ads' Effect on Sales

Magazine article Marketing

ITV in [Pounds]5m Research on TV Ads' Effect on Sales

Article excerpt

ITV is set to reveal more explicitly to advertisers the effect TV advertising has on sales, in a [pounds]5m venture in conjunction with market information company Taylor Nelson Sofres (TNS).

ITV commercial and marketing director, John Hardie, has given the green light to the initiative, called TvSpan, which will see a panel of 3000 homes set up in five ITV regions by the end of this year.

The aim of the project is to provide more detailed information about the effect of TV advertising on short- and long-term sales by measuring the TV viewing and FMCG purchases of individual households. Data, collected via a TV meter and barcode reader, will be downloaded to computers at TNS to examine how the contemporaneity, frequency and length of TV advertising affects viewers' purchasing decisions.

ITV hopes the project will provide an important marketing tool in justifying advertiser investment at a time when its share of viewers is being eroded by the growth in multichannel homes; ITV narrowly missed its 39% peaktime share for 1999 and this week reduced its target for 2000.

TvSpan has been running for the past four years in 750 homes in the Meridian ITV region as a joint project between TNS and ITV sales house, TSMS. …

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