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Saturday, 4 Feb 2012
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Insights & Effectiveness

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Response TV

Response TV is ITV’s ongoing research study looking at the way in which TV works alongside direct response media & the positive effect it has on consumer response rates. The presentation found here is ITV’s third data release, and for the first time includes analysis of key advertising categories including finance, supermarkets, motors, telecoms & utilities, charities, and travel, amongst others.

There is compelling evidence that demonstrates the role of TV in creating a multiplier effect on response rates for other media such as Direct Mail and Online.   For example, when TV and online are used together for a finance campaign, TV increases response by 133%. In the travel sector, when TV is used alongside print, TV can drive up response levels by as much as 80%. 

Watch our showreel to see how many direct response advertisers are using TV and direct response mechanisms to great success.

Please contact your sales representative for more information.

Follow the link to read Thinkbox's resarch study on TV Response: the new rules

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Pages of Interest

  • Robert Keitch, Chief of Membership & Brand, DMA

    The findings are clear: TV advertising campaigns combined with one or more direct marketing channel can generate consumer response rates of up to 60 per cent higher than those of standalone TV adverts.

    The power of integrating TV advertising with direct marketing

  • ITV and DMA publish key findings of Response TV research

    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.

    ITV and DMA publish key findings of Response TV research

  • Online

    Use ITV.com to enhance the power of your brand online.

    Build your brand online

  • Mobile

    ITV Commercial offers its customers an effective and easy way of using their TV activity to engage with mobile users in the UK.

    Increase your mobile reach