Landing Slide Category Analysis

TV Builds Brands But Does It Drive Response?

Historically There Have Been Perceived Obstacles to Using TV as a Response Medium Airtime Cost Production costs Lead times

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

…The Objective Of Which Was To Measure Media Channels Received and Responsiveness To Them

We can now quantify the impact by category of using TV as part of multi-media campaigns to amplify the response from consumers

The story so far… TV (66%), direct mail (54%) and press (53%) are the most received communications in terms of recall TV ads (46%) are the most accepted of marketing channels, followed by press (34%) and then radio (30%) More adults expected that they would respond to a TV commercial (15%). This was followed by press with 14% and direct mail with 13% Source: British Marketing Survey May – Jul 2010, 3,007 UK adults

Men are Especially Responsive to TV Source: British Marketing Survey May – Jul 2010, 505 UK men Will respond to in future

Looking at Communication Channels in Combination Highlights the Strength of TV Radio DMOnline Print TV

TV significantly increases responsiveness for other media Source: British Marketing Survey May – Jul 2010, 3,007 UK adults +96% +92% +164%

TV significantly increases responsiveness for other media for the finance sector Source: British Marketing Survey May – Jul 2010, 1,967 UK adults +61% +77% +133% Finance

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

TV significantly increases the responsiveness for all other media for the supermarkets sector Source: British Marketing Survey May – Jul 2010, 1,536 UK adults +76% +41% +107% Supermarkets

TV significantly increases the responsiveness for all other media for the motoring sector Source: British Marketing Survey May – Jul 2010, 544 UK adults +43% +46% +267% Motors

Citroen Saw Exceptional Results From Their Integrated Campaign For The C5 Source:Thinkbox Success of TV in driving responses meant September Registrations were up 230% Year- on-Year

TV significantly increases the responsiveness for all other media for the telecomms & utilities sector Source: British Marketing Survey May – Jul 2010, 1,471 UK adults +77% +67% +138% Telecomms & utilities

T Mobile Saw Exceptional Results From Their Integrated Flexibility Campaign Source:Thinkbox Success of TV in driving responses meant initial £50k a month investment increased to £300k a month

TV significantly increases the responsiveness for all other media for the charity sector Source: British Marketing Survey May – Jul 2010, 1,391 UK adults +59% +66% +194% Charities

RSPCA Saw Excellent Results From Their Integrated Animal Rescue Campaign Source:Thinkbox Response rates up nearly 300% for the DRTV work Return on media investment up more than 40% on previous work

TV significantly increases the responsiveness for all other media for the travel sector Source: British Marketing Survey May – Jul 2010, 1,067 UK adults +46% +80% +115% Travel

National Express Saw Exceptional Results From Their Integrated Summer Breeze Campaign Source:DMA £2million direct response Return on media investment 350%

TV significantly increases the responsiveness for all other media for the homes & DIY sector Source: British Marketing Survey May – Jul 2010, 1,100 UK adults +38% +34% +110% Homes & DIY

Colour Catcher Saw Exceptional Results From Their Integrated Campaign Source:DMA Sales lifted 300% Post-campaign sales settled at 60% above baseline

TV significantly increases the responsiveness for all other media for the appliances & electronics sector Source: British Marketing Survey May – Jul 2010, 587 UK adults +45% +58% +106% Appliances & electronics

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

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

Producing Creative That Best Suits Your Needs Doesnt 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 92%, 96% and 164% 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 dont have to be exorbitant – there are many examples of successful campaigns, inexpensively produced