ThinkTV study designed to help under-pressure marketers, says CEO Kim Portrate
The chief executive of marketing and research body ThinkTV has said a $1m study to prove the value of the small screen to marketers is demonstration of its ambitions to stem the negative conversations over TV advertising.
Kim Portrate, who joined ThinkTV on July 1, said she was “absolutely convinced” the research would clearly show the scale, size and reach of TV remains the most effective medium for marketers.
A similar study commissioned by ThinkTV’s UK equivalent, Thinkbox, claimed TV was twice as effective in driving sales as the next best performing medium.
I think any research needs to be objectively assessed. It is interesting that Datalicious, independent data company, suggests that there is a gap between where people spend their time and where the media is being spent. This is contrary to the thought that TV is still the best channel, so it will be interesting to really look deeply at this data study.
https://staging.mumbrella.com.au/mumbrella360-video-data-driven-marketing-gone-wrong-right-391425?utm_medium=email&utm_campaign=Mumbrella%20daily%20newsletter%20August%2030%202016&utm_content=Mumbrella%20daily%20newsletter%20August%2030%202016+CID_d4ec5889125e7e171ac6e7e6c5257c78&utm_source=Campaign%20Monitor&utm_term=m360%20data%20driven%20marketing%20gone%20wrong
Some objective assessment of the individual product’s activity and the specific audience needs to be independently assessed rather than taking these wholesale claims, despite having data to back them up. I’ve worked in research a little enough now to know data can be manipulated to tell a story that some people want to tell.
Let’s aim for objectivity and independence, specific to the brand, I think.
Methinks it is more to put pressure on marketers, advertisers, strategists and planners to ensure TV is on the plan and with a higher share than last year.