Thinkbox //
Screen Life 3

TV is now everywhere. It has colonised every connected screen and accompanies every connected consumer wherever they go. And for the world of advertising, this rapid expansion of TV delivers a raft of fresh opportunities and, quite naturally, a whole lot of questions (far too many to list here).

As the marketing body for commercial TV in the UK, Thinkbox needed research to help answer some of these questions.

I designed and led this multi-award-winning, six month project which comprised all manner of ethnographic, qualitative and quantitative approaches that allowed us to deconstruct the role of TV and understand the new rituals and rhythms of TV viewing, on different screens and in different locations.

We were then able to assess the role of advertising within these different contexts and offer advertisers guidance as to how to how they can best utilise the opportunities that TV provides, in all its guises.

The industry response was immense. It quickly became Thinkbox’s most requested presentation and was presented to more than 2,000 people over the following months.