Thinkbox to investigate relationship between paid, owned and earned media

Editor | 07-11-2012

Thinkbox, the marketing body for commercial TV in the UK in all its forms, is to launch a major study of the UK media industry to look at the relationship between paid, owned and earned media.

The study is designed to give marketers new insights into how advertising pays back and to help further understanding of how word of mouth, social media, search and owned media such as brand websites and in-store marketing are affected by paid media.

The consortium — whose shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, together representing over 90% of commercial TV advertising revenue through their owned and partner TV channel — has appointed marketing effectiveness consultancy Data2Decisions to carry out the econometric research study and will publish its findings in the first half of 2013.

Explaining why the research was necessary and what insight it aimed to get out of the process, Neil Mortensen, research and planning director, Thinkbox, said: “We know from previous research that TV is the most effective form of advertising and that it makes other media work harder — it has dramatic effects on search and social media, for instance. But TV and other paid media’s effects can be overlooked when too much emphasis is put on just measuring end results that are easily counted or highly visible rather than asking what initiated and drove consumers’ behaviour in the first place. There is a risk of misattribution. This research will explore this issue in the broader context of the relationship between paid, owned and earned media.”