TV ads boost press, online and DM response rates says ITV

LONDON - TV ad campaigns boost online activity by 175%, direct mail response by 143% and press ad response by 52%, according to research from ITV and the Direct Marketing Association.

ITV: ran joint study with the DMA
ITV: ran joint study with the DMA

The research findings suggest TV can maximise campaign results from traditional direct response media such as direct mail, print and online.

The research aimed to measure accurately the media channels individual adults receive, the acceptability of advertising formats on those channels and their responsiveness to them, by asking about their media consumption habits.

ITV maintained there was a direct correlation between the use of TV, in conjunction with other media channels, to drive greater response and said TV remained the most acceptable form of marketing communication.

Rupert Howell, managing director of ITV, brand and commercial, said TV was not always the "first choice as a response medium" and was "often planned separately to direct response activity, with different creative work and different objectives".

Howell said this study provided 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".

The study was carried out by research agency Data Talk and surveyed 3,000 adults, using an online questionnaire, between June and August 2009.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published