Research for Long Term Branding: the Television Contribution
Madrid '85
Nick Phillips Granada Television
ITV contractors have made a very substantial contribution over the years to research for long-term branding. The nature of this contribution has developed over time, and can be classified as follows:
- Audience research Mark 1
- Regional market data
- Marketing research
- Research on new long term markets
- Communication research
- Audience research Mark 2
Audience research Mark 1
The particular research contribution of the contractors in the first 10 years of ITV was the development of audience research through TAM to show the...