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.