I've forgotten my login details

Not registered yet?

By registering you can apply for full access to the site. If accepted you'll be able to:

  • Access our advanced booking (AB) programme list
  • Submit advertising requests
  • Sign up for email alerts including AB deadline reminders
Register now Why register?
Remind Me

Forgotten your password?

We will send you an email reminding you of your password.

Friday, 12 Mar 2010

Inside ITV

My ITV

Recently viewed

ITV and DMA publish key findings of Response TV research

27/01/2010

ITV and The Direct Marketing Association (DMA) today published findings from a new study looking at the relationship between TV and other marketing channels and how those relationships impact on campaign response.

The findings demonstrate that TV in combination with traditional direct response media, such as direct mail, print and online advertising, can maximise campaign results, generating significantly higher levels of response from consumers than seen before. 

Key findings include:

  • A direct correlation between the use of TV in conjunction with other media channels to drive greater response
  • TV ad campaigns in conjunction with press, direct mail or online activity uplift response by 52%, 143% and 175% respectively
  • TV remains the most acceptable form of marketing communication - one third higher than its nearest rival.


The study carried out by research agency Data Talk was designed to measure accurately the media channels that individual adults receive, the acceptability of advertising formats on those channels and their responsiveness to them. The robust study was conducted over three months, from June-August 2009, and surveyed 3,000 adults about their media consumption habits through face to face interviews.

Rupert Howell, Managing Director of ITV Brand and Commercial, said:

 “In the current climate there is greater pressure than ever to ensure that every penny of marketing spend works harder.  We know that, not only is TV not always the first choice as a response medium, but it’s often planned separately to direct response activity with different creative work and different objectives.

This study provides clear evidence that TV makes marketing messages work harder by amplifying responses across the board and comes at a time when TV is more accessible to clients than ever before. ”

Robert Keitch, chief of Membership & Brand, Direct Marketing Association, said:

“There is a real need for a shift in the way in which advertisers think about the relationship between direct and mass marketing media. Any brand concerned with maximising their marketing ROI and amplifying the effectiveness of its influence on the consumer should take note of the proven benefits of integrating direct marketing and TV.”

To download the presentation and view the showreel please visit our Response TV page

Response TV