ITV Sales to probe how TV can boost brand ‘fame’

ITV Sales is to commission research to help advertisers understand how television can help them build the “fame” of their brands.

When completed, the research will be used to support ITV Sales’ “Values of Fame” campaign – a marketing initiative targeting the advertising community. The campaign launches next week with the publication of a book that provides case study material proving that television enhances brands; drives sales; associates brands with “must-watch” programmes; builds awareness and widespread brand affirmation; and that television advertising motivates staff.

The new research is an alternative to tvWorks, otherwise known as tvSPAN, which is being axed (MW January 15).

ITV Sales director of customer relationship management Justin Sampson says: “The [new] research should provide practical assistance to advertisers to understand the nature of fame, how it affects business success and the levers that need to be pulled in order to improve brand fame.”

The latest findings from the &£3m tvWorks study, which aims to demonstrate the effect of TV advertising on consumers’ buying habits in relation to packaged goods, will be published for the first time on a CD-ROM that is being sent out to marketers along with the “Values of Fame” book.

An anthology of the tvWorks findings will also be published in December. TvWorks was conducted by Taylor Nelson Sofres using a nationwide panel of 3,000 homes equipped with a set-top meter to record television viewing and a bar-code scanner to record purchases.

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