Research
Television advertising and the mind
July 2011: A new study from Thinkbox in the UK used neuroscience to measure how television advertising stimulates the brain. The results highlight just how powerful TV ads can be in engaging an audience with their content and transferring that content into long-term memory.
The study also highlights the importance of media context – how the placement of an ad can turbo-charge the creative impact.
Review of the Academic Journals
April 2011: ThinkTV commissioned the Auckland University Business School to undertake an extensive review of worldwide academic journals to help support the case for television advertising. In particular, to evaluate the research based on questions we know the New Zealand advertising community wants answers to. It’s no surprise to us that television is still considered the most compelling medium across of variety of measures but what maybe surprising is the extent of academic evidence that supports this.
Perceptions of television advertising in New Zealand
In February 2011, ThinkTV comissioned Focus Research to find out what the industry perceptions of television advertising were in the NZ market. The results showed that free-to-air television is considered the best media to achieve a variety of outcomes, has key strengths in building awareness and reach and plays a vital role in the media mix particularly in strenthening other media. Download the full report here ThinkTV perceptions of television in New Zealand.
TV Response: The New Rules
This studycomissioned by thinkbox in the UK reveals that the role of TV in driving response, particularly online, has been massively undervalued. The research has measured the impact of television on both immediate web response and other short-term response channels and provides some best practice advice including how to optimise your creative and media activity to capture the response that TV generates.
TV Together: A Very Social Medium
This research, reprinted with permission from Thinkbox in the UK, explores the shared viewing experience, the latest phenomenon of social networking in relation to TV and ultimately what it all means for advertisers. The results suggest that shared viewing can now also lead straight to purchase. The consumption of both TV and online together – and potential to make a shared decision in front of the TV set – can lead to an instant purchase via the web.
TV And Online: Better Together
This research shows 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.
Upside to downturn: sharpening your ad payback
In October 2007, PricewaterhouseCoopers, commissioned by Thinkbox UK, launched the innovative ‘Payback Study’ – an objective analysis of advertising return by media and the impact of investment on consumers’ ‘willingness to pay’ for brands. The study was unprecedented in terms of its scope and approach and examined a whopping 700 brands across seven market categories.
The findings were striking: TV pays back over 4.5 times its advertising investment in increased sales revenue – more than any other medium. In addition, TV was shown to pay back in the long-term. It still affected sales in year 2 almost as strongly as it did in the first year of investment and no other medium came close. TV investment was also demonstrated to be the main driver of brand value – the willingness to pay a relative premium for specific brands over and above the alternate offerings. All in all, the evidence was solid: TV was by far the most reliable driver of large economic returns and brand values across a wide range of product categories.
