Thinkbox: Uncovering TV's hidden effects - 'TV Response: new rules, new roles'

This article details research by Thinkbox, a body that represents TV as an advertising medium in the UK, and the media agency MediaCom into consumer responses to TV advertising, particularly investigating how communication works in the minutes, days, weeks and years post exposure.

Thinkbox: Uncovering TV's hidden effects - 'TV Response: new rules, new roles'

Thinkbox and MediaCom

The research challenge

The marketing industry's understanding of TV response hasn't changed significantly in decades, leaving today's advertisers and agencies unable to properly optimise it anymore. Thinking is based on last century's truths about phone response and cheap