(With special thanks to Stavros Mavraganis, Deputy General Manager MINDSHARE Athens, for suggesting this subject)

LONDON: TV has far reaching, but often hidden effects across the communications system, according to a new report which highlights the medium’s impact on driving direct and indirect response via other channels.

The study – TV Response: new rules, new roles – was commissioned by Thinkbox with research carried out by GroupM and looked at various types of advertising response, including via e-commerce, bricks and mortar and telephone, across a range of channels. A total of 1.38m TV spots, spanning 43 advertisers and 9 sectors, were analyzed.

https://www.warc.com/LatestNews/News/The_hidden_effects_of_TV_advertising.news?ID=35677

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