Landing Slide

TV Builds Brands But Does It Drive Response?

..And It Must Be Cost Efficient Measurable Response

Historically There Have Been Perceived Obstacles to Using TV as a Response Medium

Airtime Cost

Production costs

Lead times

TV Can Represent A Pivotal Role In The Drive For Response And Sales

We Set Out to Examine the Relationship Between TV and Other Media

The DMA - An Obvious Partner

ITV Commissioned Analysis To Examine The Effect Of TV On Other Media…

3,000 adults in UK

3 months of data

…Designed To Measure Media Channels Received and Responsiveness To Them

We can now quantify the impact of using TV as part

of multi-media campaigns to amplify the response from

consumers

Direct Mail, Press & TV are the Most Received Communication Channels in Terms of Recall

33%

36%

40%

51%

51%

59%

60%

88%

Radio

Internet ads

Posters

Mail Direct

Newspaper/magazineads

TV ads

Mail to occupier

Leaflets throughdoor

Received marketing channels

Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

For a Successful Campaign Engagement With Commercial Messages is as Important as Reach

18%

23%

23%

27%

27%

31%

42%

Internet ads

Mail direct

Leaflets through door

Posters

Radio ads

Newspaper/magazine ads

TV ads

Acceptability of marketing channels

Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

TV Drives the Highest Levels of Future Response From Consumers

6%

8%

8%

12%

13%

13%

15%

Posters

Radio

Internet

Leaflets throughdoor

Mail direct

Newspaper/magazineads

TV ads

Will respond to in future

Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

Young Adults Aged 15-24 are Especially Responsive to TV

6%

9%

10%

12%

12%

13%

19%

Posters

Radio

Mail direct

Newspaper/magazineads

Leaflets through door

Internet

TV ads

Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

Will respond to in future

Looking at Communication Channels in Combination Highlights the Strength of TV

Radio

DMOnline

Print

TV

Direct Mail Can Be Up to One and a Half Times More Responsive When TV is Included

Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

+143%

Similarly with Press, TV Generates + 52% More Response than Press in Isolation

Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

+52%

Effect of TV Advertising on Internet Responses is the Most Striking

Source: Data Talk study for ITV Sept 2009, 3,000 UK adults

+175%

Thinkbox Evidence Echoes Our Findings - That TV Ads Elicit Direct Responses Online

20%

30%

44%

Bought productonline

Bought product in-store

Researchedcompany/product

online

Source: Thinkbox study by Deloitte/YouGov September 2009

TV advertising drives on & offline behaviour

Source: Thinkbox study with Mediacom 2009

In Fact TV Drives Nearly Half Of All Advertising Driven Responses

50% of all online

responses

Compare The Market - 100% Metric Growth From Integrated Media Campaign

100% increase in

website traffic

100% increase in insurance

quotes

Cost per acquisition reduced by 73%

Source: WARC

National Express Saw Exceptional Results From Their Integrated Summer Breeze

Campaign

Source:DMA

£2million direct response

Return on media investment 350%

Not only have we the evidence to show the amplification effect of TV, but there are many other

compelling reasons why TV is the perfect complement to DM

campaigns

TV Airtime Is Better Value Than For Almost 20 Years

£0

£1

£2

£3

£4

£5

£6

£7

£8

1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Cos

t Per

Tho

usan

d

Producing Creative That Best Suits Your Needs Doesn’t Have To Cost The Earth

£6.50 £300.00

Econometric Modelling Can Now Show Effect Of TV On Cost Of Other Media

Source: Mediacom econometric modelling,

In Summary..• Our research demonstrates there is a clear relationship between the use of TV and media channels to drive response

• TV ad campaigns in conjunction with press, direct mail or online activity uplift response by 52%, 143% and 175% respectively

• Many media agencies are successfully modelling impact of TV campaigns on their overall response rates

• TV airtime is better value than for almost 20 years

•TV production costs don’t have to be exorbitant – there are many examples of successful campaigns, inexpensively produced