Thinkbox: Reviving the fortunes of TV as an advertising medium

SNAPSHOT

Thinkbox changed perceptions of the TV advertising medium by persuading a particularly cynical industry audience about its value.

KEY INSIGHTS

  • Thinkbox, with the support of the TV companies, revitalised 'brand TV' and increased its share of an extremely challenging advertising market.

  • A three-year campaign saw TV well on the road back to its rightful position in the hierarchy of display media.

  • Success came from repositioning the medium by vigorously addressing the misperceptions surrounding it, proving it works and generally championing it.

SUMMARY

Thinkbox is the marketing body for commercial TV in the UK in all its forms. Its shareholders are Channel 4, Five, GMTV, ITV, Sky Media and Turner Media Innovations. They together represent over 90% of commercial TV advertising revenue through their owned and partner TV channels.