Research for long-term branding: the television contribution

Traces the development of research by TV contractors, who have made considerable contributions over the years to research into long-term branding.

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...

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