ITV considers rolling out TSMS TVSpan study across the network

ITV is considering rolling out the advertising effectiveness study TV-Span, run by saleshouse TSMS for the Meridian region, to the whole ITV network.

For the past three years, TSMS and its chief executive Jerry Hill have championed the TVSpan study, which analyses the relationship between watching commercials and buying products.

Industry observers argue that once the Network Centre has successfully slowed the rate of ITV audience share decline, attention can focus on arguing the case for charging an ITV premium. The argument would need to be backed by research which shows that advertising on ITV works.

TVSpan is a joint venture between: TSMS; Meridian Broadcasting – the southern TV company owned by United News & Media, whose airtime is sold by TSMS; and the research agency Taylor Nelson Sofres.

TVSpan consists of a consumer panel of 750 homes, which combines measurement of grocery purchasing with TV viewing from the same households.

The findings have challenged conventional approaches to media planning, including the notion that a rating on one channel is as effective as a rating on another.

According to TVSpan, advertising in peaktime and particularly during ITV’s peak period – when viewers are paying close attention to their favourite programmes – generates significantly more product sales rating for rating and person for person than advertising during offpeak times or on other channels.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here