2019 Trade Body Research

The Age of Television: How revealing our video needs revealed TV's bright future

While advertisers understood television’s brand building potential, they were concerned about its future in the face of rising competition from video. 
Thinkbox created the ambitious and thought-provoking ‘The Age of Television’ study in two stages. It looked at the different roles video plays, where the genuine competition is in the video world and the future of television. It wanted to reinforce confidence in the future role of television in viewers’ lives, positively influence the industry narrative about its future and provide advertisers with evidence they could use to reassure their boards about the irreplaceability of television advertising.

The first stage analysed the UK television market and featured a qualitative study of 30 households, aimed at assessing the different video ‘need states’ that exist. The second stage was a quantitative online diary study informed by the previous stage’s findings and a nationally representative sample of 6,000 adults, aimed at uncovering the motivations that drive different ‘need states’. 
The ‘need states’, by time spent, were then sized across different forms of video by mapping them against the UK’s video consumption. It showed why we watch what we watch, from YouTube to live television and showed why different video co-exist. 
It clarified why broadcaster television doesn’t compete directly with online video and how the mediums serve distinct needs. At the time of its entry submission, the study had been presented 88 times to 2,865 people and downloaded nearly 7,000 times globally. 

Silver 
Radiocentre
Hear and Now - proving radio's targeting credentials

Radio was perceived to be one of the least effective media for targeting purposes. Radiocentre wanted to show how radio offers advertisers opportunities to speak to consumers in real-time, when they are engaged in activities relevant to their brand message. It used a neuroscience approach, with 100 respondents fitted with headsets measuring electrical activity in different parts of the brain. They undertook tasks such as cooking, exercising, housework, and driving. Throughout the study, radio programming was playing in the background with ad breaks timed, so that relevant advertising was heard as each task was being carried out. Results showed that reaching people at relevant times helps boosts ad effectiveness.

Bronze
Magnetic
Pay Attention

Magnetic wanted to highlight the value of magazine media to advertisers. It commissioned research, led by Bournemouth University, which looked at data that measured magazines, newspapers, TV, radio, out of home, digital display, social and cinema, the research looked at attention metrics including solo media consumption, multi-media behaviours and attitudes towards advertising. This work was then integrated into the ‘Pay Attention’ report, which delivered a key insight showing magazines deliver ‘quality attention at exceptional value’. In just five months, ‘Pay Attention’ was seen face to face by just under 600 customers with 550 report downloads, while the industry was highly supportive of the research. 

Finalist
Newsworks: The Hard News Project
 

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