The marketing body is commissioning research into how viewers respond to charity and government TV adverts – the type of ads it says help effect positive changes to people’s behaviour.
The research marks a slightly different approach for Thinkbox, which has previously focused studies around how investing in TV can generate a financial return on investment for advertisers.
Lindsey Clay, Thinkbox’s managing director, says the study, which will be supported by a “TV: doing good” event in September, will help demonstrate how TV can help commercial organisations beyond charities to communicate their sustainability and social responsibility agenda.
This could include communicating about recycling schemes or behaviour change initiatives such as P&G brand Ariel’s “Turn to 30” campaign.
It is hoped the “TV: doing good” activity will encourage brands from different sectors to advertise on TV to enhance their socially-driven communications.
Thinkbox’s attempt to demonstrate TV as a force for good follows the publication of broadcaster Sky’s report earlier this month, which was conducted by Oxford Economics, titled “The economic impact of Sky on the UK”.
The report detailed Sky’s projects that benefit other companies, its impact on consumer choice and its investment in sports and arts, as well as estimations as to how much Sky contributes to UK GDP.
Sky’s managing director of sales and marketing Stephen van Rooyen says: “We are incredibly proud of what we have done as an organisation, as a group of people, for customers and for competition and for choice. We believe it was incredibly important to ensure that we told our story about just how much of an impact Sky has had on people’s lives.”
The advertising industry has long attempted to measure its impact on the economy and think tank Credos has this week announced it is commissioning a study to be conducted by Deloitte to cover topics such as advertising’s contribution to economic growth as well as the role it plays in everyday life and society.
The direct marketing industry has also made moves to portray how it supports jobs and contributes to the UK economy.