ITV is pouring pounds 5 million into a new system designed to
provide advertisers with an in-depth evaluation of the effects of
television advertising on sales.
Under TvSpan, a joint venture with market research company Taylor Nelson
Sofres, a panel of 3,000 homes will be studied in five ITV regions by
the end of this year.
The project will measure the effects of TV advertising on short- and
long-term sales as well as fmcg purchases carried out in individual
This will reveal how sales are linked to ad length and frequency of
At the end of the first year, ITV hopes to quantify viewing attention
span and offer schedule planners a guide to identify which advertising
mechanisms are responsible for the stongest impact.
The initiative will mean that the effect of advertising on viewers can
be narrowed down to individual brands rather than a type of product or a
whole area of the market.
TvSpan has been running as a research initiative for the past four years
in 750 homes in the Meridian ITV region as a joint project between TNS
and ITV saleshouse TSMS.
But the additional homes now included on the panel will offer
advertisers a much clearer picture of both where and what type of
advertising increases sales.
ITV’s commercial and marketing director John Hardie will oversee the
project. Hardie claimed that the investment is a strong indication of
how seriously ITV takes its advertisers.
Once the project is up and running, ITV intends to use the system as a
marketing tool to encourage advertisers to remain loyal to ITV in a
Hardie said: ’If you see an advertisement during ITV peaktime
programming, you are 28 per cent more likely to go out and buy the
product, so smarter advertisers should put more investment in ITV
peaktime. This project is about assessing advertising in order to sell
products and build brands.’
Last week, ITV narrowly missed its 39 per cent peak-time share for 1999
and has reduced its targets for 2000.