ITV and The Direct Marketing Association (DMA) have published findings from a new study looking at the relationship between TV and other marketing channels and how those relationships impact on campaign response.

The findings claim that TV in combination with traditional direct response media, such as direct mail, print and online advertising, can maximise campaign results, generating significantly higher levels of response from consumers than seen before. 

Key findings show a direct correlation between the use of TV in conjunction with other media channels to drive greater response TV ad campaigns in conjunction with press, direct mail or online activity uplift response by 52%, 143% and 175% respectively TV remains the most acceptable form of marketing communication – one third higher than its nearest rival.

The study carried out by research agency Data Talk was designed to measure the media channels that individual adults receive, the acceptability of advertising formats on those channels and their responsiveness to them. The study was conducted over three months, from June-August 2009, and surveyed 3,000 adults about their media consumption habits through an online questionnaire.

Rupert Howell, managing director of ITV Brand and Commercial (pictured), said: “In the current climate there is greater pressure than ever to ensure that every penny of marketing spend works harder.  We know that, not only is TV not always the first choice as a response medium, but it’s often planned separately to direct response activity with different creative work and different objectives.

"This study provides clear evidence that TV makes marketing messages work harder by amplifying responses across the board and comes at a time when TV is more accessible to clients than ever before. ”