Our commercial research team's core responsibility is to provide evidence that the ITV environment generates a return on investment for advertisers.
Projects range from measuring the effectiveness of cross platform campaigns to leading idea generation sessions for targeting non-TV advertisers. We partner with a number of specialist research agencies to ensure that we deliver the most valued and actionable research and we also have access to a number of internal tools that help to position ITV as the best place for advertisers media budgets.
We conduct bespoke and ad hoc research, but as well as these we have several huge research studies that are useful for any type of advertiser- from new to tv to huge advertisers.
‘FUSION’ is ITV’s recipe for powerful partnerships. A model that explains precisely what makes some campaigns so much more successful than others, and helps us apply a ‘magic formula’ to every partnership we create. Like all great ideas it may seem obvious in retrospect. But it’s something that needs combined production, broadcasting and research resources on a scale that only ITV possesses. ‘Sponsorship’ is too small a word for it. The word is Fusion.
ITV Lives is our ongoing look at the changing media and technology landscape and its impact on the UK population. The research has highlighted a number of fascinating insights: TV viewing remains the main family event for all LIVES but a lot of changes have occurred in the on demand, online, dual screening and social space.
Primal Screen is the next stage on our Fusion journey. It explores the power of the content/consumer relationship. Primal Screen is based on a massive research project conducted by Flamingo and Tapestry on behalf of ITV. This story is about connections. It’s about a primal, human need to connect, and how television and ITV in particular can bond us together better than anything else.