Television looks the picture of good health

We were delighted to read about Nationwide’s decision to increase its investment in television advertising and the fact that its own research shows its TV advertising is proving more effective (“Sponsorship industry condemns Nationwide move back to TV ads” MW December 8) ). It reinforces several findings we have published this year from ITV’s Fame Metrics initiative.

New evidence was found not only into television being the most effective medium at delivering brand fame but also the fact that it amplifies the return on investment of other communication channels. For example, when television accounts for over 50 per cent of activity, the return from other media is greatly enhanced.

Although TV is changing at a breathtaking pace, broadcasters are witnessing an increasing desire from viewers to engage with programme content and ads through the red button, text, the Web or e-mail. And brands continue to invest an increasingly significant proportion of their communications budget into an integrated approach.

Phil Carling at Octagon talked about media fragmentation making it “practically impossible to reach certain audiences, particularly the 16- to 24-year-olds, through TV”. Consider

that those elusive 16- to 24s spend more time watching TV than consuming any other media, and over three times as many people watch the centre break in an episode of The Xtra Factor on ITV2 (let alone ITV1), than attend a conference league match on the same weekend, it’s far from impossible to reach those people.

Gary Digby

Managing director,

ITV Sales, London WC1

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