STUDY UK: YOUTUBE VIEWERSHIP PERCEIVED AS ‘BIGGER THAN IT IS’ IN UK

11. 3. 2025 YouTube accounts for 7% of TV set viewing in the UK, according to Barb data presented at last week’s Thinkbox event, Trends in TV 2025. “There are commentators out there saying ‘Television is YouTube’,” remarked Thinkbox head of research Anthony Jones. “Not in the UK, it isn’t. It might be in the US; it’s not… Continue reading STUDY UK: YOUTUBE VIEWERSHIP PERCEIVED AS ‘BIGGER THAN IT IS’ IN UK

WHY FMCG BRANDS LOOK TO TV

11. 1. 2025 Linear TV remains the bedrock of most FMCG media plans, accounting for an average 56% of spending compared to 35% across other sectors, according to a Thinkbox study. Background Earlier 2024, Profit Ability 2: the new business case for advertising, commissioned by TV industry body Thinkbox, analysed the profit generated by advertising at different stages… Continue reading WHY FMCG BRANDS LOOK TO TV

WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

25. 11. 2024 When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every… Continue reading WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

ATTENTION DRIVES INCREMENTAL PROFIT

4. 11. 2024 There is a linear relationship between the amount of attention an advertising channel receives and the incremental profit it delivers, according to a new study from Ebiquity and Lumen Research. Maximising Profit through Attention brings together Lumen’s benchmarks for its APM attention metric (attentive seconds per 1000 impressions) with the Full Profit ROI channel benchmarks… Continue reading ATTENTION DRIVES INCREMENTAL PROFIT

CREATIVE FACTORS HAVE A HIGH IMPACT ON ADVERTISING EFFECTIVENESS

25. 6. 2024 Creativity is one of the most important factors in advertising, says Simon Tunstill of Thinkbox, commenting on a new UK study by Accelero. Brand size and creativity are the biggest profit multipliers, the UK economic consultancy’s study concludes. And it was the issue of creativity that Simon Tunstill focused on in his presentation, Creative Drivers… Continue reading CREATIVE FACTORS HAVE A HIGH IMPACT ON ADVERTISING EFFECTIVENESS

HOW LONG DO THE PROFITS FROM ADVERTISING TAKE TO MATERIALISE?

24. 4. 2024 Advertising has an average short-term profit ROI of £1.87 per pound invested which increases to £4.11 when sustained effects are included; a major new study concludes that 58% of advertising’s total profit generation happens after the first 13 weeks. Context  Profit Ability 2: the new business case for advertising*, commissioned by TV industry body Thinkbox, is an… Continue reading HOW LONG DO THE PROFITS FROM ADVERTISING TAKE TO MATERIALISE?

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

27. 3. 2024 Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away… Continue reading THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

20. 3. 2024 Peter Field is well known for his effectiveness research and insightful presentations, but his keynote at the 2023 Future of TV Advertising (FTVA) Global conference was among his most impassioned. Using the latest data gleaned from the IPA’s global Effectiveness Award submissions, Field laid out a convincing argument supporting the superior effectiveness of TV advertising.… Continue reading PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

TV MUST TAKE THE LEAD IN RESHAPING HOW ALL MEDIA IS TRADED

20. 3. 2024 Media trading currencies remain crude in an era that demands sophistication. TV can lead the push to change this amid the abundance of data and research available. „There ain’t half been some clever bastards,” sang Ian Dury around 1977. It’s not his nicest title nor best song, but it’s a nice paean to Noël Coward,… Continue reading TV MUST TAKE THE LEAD IN RESHAPING HOW ALL MEDIA IS TRADED

STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

7. 3. 2024 The living room is the environment at home that’s best suited for advertising to succeed. That’s the key finding from a study of video advertising that examined where in the home advertising was most likely to be remembered – and why. The Context Effects study – jointly conducted by Map The Territory and Tapestry Research, and commissioned… Continue reading STUDY: ADVERTISING THRIVES IN THE LIVING ROOM

TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?

29. 1. 2024 Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly. Amid all the positivity around marketing “confidence” appearing to improve heading into this year, TV is set to have another very tough year. Media-buying agency bosses I’ve spoken to in… Continue reading TV JUST ISN’T ‘TELLY’ ANY MORE… SO WHAT DO WE CALL IT NOW?

THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

15. 1. 2024 Recent years have seen a strengthening relationship between advertising trust and advertising driven profit. Comparing IPA survey data from 2014-2022 with data from 2000-2012, trust jumped from the seventh-highest brand metric linked to profit to the second-highest, just below quality. Trust is often correlated with quality and has become increasingly important. Consumers are continuously forming assessments… Continue reading THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE

21. 12. 2023 Thinkbox highlights data that shows linear TV advertising has increased in price by 20% – not 50% – since 2019, and suggests that while price is an important factor in TV’s effectiveness there are other things to consider. There are few things less welcome than someone you hold in high regard saying something you not… Continue reading TV’S EFFECTIVENESS IS DRIVEN BY MORE THAN JUST PRICE

BVOD SHOULD BE FIRST ON THE PLAN

3. 12. 2023 Thinkbox’s Matt Hill questions ViewersLogic’s interpretation of BVOD’s impact – pointing out that basing planning decisions on viewing time alone is a flawed approach. Quality is crucial. ViewersLogic claims that broadcaster video-on-demand (BVOD) does not add “material viewing time” to campaigns that already have linear and YouTube on the plan. They’ve done this using numbers… Continue reading BVOD SHOULD BE FIRST ON THE PLAN

HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?

13. 11. 2023 We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads. 1) In recent times, targeted advertising on platforms like LinkedIn,… Continue reading HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?

TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD

13. 9. 2023 The Global TV Group recently released an updated version of its survey of how television is consumed around the world. The figures show that despite the rise of digital alternatives, traditional television remains attractive and attracts viewers with its diverse range of content. The survey shows that television is still very popular. Commentary on the… Continue reading TELEVISION REMAINS THE MOST POPULAR FORM OF VIDEO IN THE WORLD

THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL

8. 9. 2023 What drives advertising profitability? Back in 2014, Dyson, founder of the econometric consultancy Data2Decisions, conducted an analysis which revealed the advertising drivers of profitability (itself an update of work done in 2006). The data showed that brand size was the biggest driver. Second came creative execution, which was by far the single most important element… Continue reading THINKBOX: CREATIVITY IS THE BIGGEST ADVERTISING PROFITABILITY MULTIPLIER WITHIN OUR CONTROL

THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT

31. 7. 2023 Thinkbox’s ‘Creative Drivers of Effectiveness’ study explores the factors most strongly linked to long-term memory encoding (LTME), a proven metric in driving decision making and future behaviour. As one part of the study, research agency Neuro-Insight explored whether the duration of TV ads within their databank influenced both LTME and the emotional impact achieved.  This… Continue reading THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT