TV Response; New Rules, New Roles

In 2015, Thinkbox commissioned Business Science to investigate how response works in todays connected world. TV Response; New Rules, New Roles is the most thorough and complete investigation into response in the current market. The research took 10 months to run and looks in detail at all aspects of communications response, in the minutes, days, weeks, months and years post exposure. Crucially it focuses on how response has changed in recent years, as device ownership has changed. 

Despite the change in consumer behaviour, the way TV is measured, planned and bought, especially response TV, hasn't changed much in decades, However, we suspected that the significant increase in device ownership would have influenced how consumers respond to advertising across all mediums. 

We've summarised the insights across a number of Fact Sheets:


Connected System

TV drives response across the whole communications system. From social interactions to enhancing digital media, to brand health and short to long term sales.


Immediate Response

We identified significant differences in the response of 'want' and 'need' products. This influences planning decisions such as the optimal day of the week, day part and position in break.


Longer-Term Response

On average, HALF of the response from media is delivered in the longer term. Making decisions based on only half the picture means that they cant be optimal. It runs the risk of under or over investing in channels that have the potential to deliver more efficient returns.

DRTV ads work better during peak dayparts

Even taking into account that peak airtime is more expensive than daytime, our recommendation is still for DRTV advertisers to test moving some budget into peak. We now have a mass of evidence that the planning and trading of DRTV needs to evolve to allow advertisers to fully optimise their plans.

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Short to Medium-Term Response

On average, 39% of sales in the short to medium-term (up to 3 months after the campaign) are driven by media. Optimising the channel mix will ensure we deliver maximum return on the marketing investment.                                                                    


ADMAP Article: DRTV should drive coverage rather than frequency

Our Head of Business Science, Jane Christian, explains why and how we need to change DRTV planning.