Thinkbox, the marketing body for commercial TV in the UK, has announced the appointment of brand consultancy Flamingo and quantitative research specialists Tapestry to undertake the second in a series of ‘Screen Life’ studies which will focus on VOD.
To be published this summer ‘Screen Life: TV in demand’ will focus on how people are watching VOD, highlighting how that tallies and diverges from linear viewing.
Designed to aid marketers in understanding different TV behaviours and the effects these have on advertising, it will explore why people watch TV and VOD as well as attitudes to new devices such as tablets and smartphones.
This will be compiled through use of mobile diaries to record viewers habits in real-time as well as an app which enables to share text, photos and videos wherever they are.
Neil Mortensen, Thinkbox’s research and strategy director said: “This new Screen Life study will examine the broad range of motivations that lie behind why we watch linear TV and VOD and, increasingly, how we watch it. As TV expands on to new screens and our appetite for on-demand increases, marketers need to understand what this all means for their brands and what the opportunities are.”
Andy Davidson, head of Flamingo’s UK practice added: " We recognise that today TV can be consumed anywhere at any time so, from a research point of view, there is a need to be pretty much omnipresent if you want to capture every occasion and make sense of what is happening. That is why over 90% of the fieldwork for this study will be conducted using mobile devices.”