Thinkbox: Uncovering TV's hidden effects - 'TV Response: new rules, new roles'
The research challenge
The marketing industry's understanding of TV response hasn't changed significantly in decades, leaving today's advertisers and agencies unable to properly optimise it anymore. Thinking is based on last century's truths about phone response and cheap daytime airtime. But these days most consumers watch TV accompanied by their smartphone, tablet or laptop and this has changed everything.
So Thinkbox and MediaCom set out on a 10 month project to re-write the rules of TV response. The study engaged with a world where multi-screening...