ITV sets up ad-evaluation system

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.

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

households.



This will reveal how sales are linked to ad length and frequency of

viewing.



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

multichannel environment.



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.



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