Since 2001, a nationwide panel of 3,000 homes were equipped with a set-top meter to record television viewing and a barcode scanner to record purchases.
This has created a database of more than 5m purchase occasions and how they were influenced by television advertising.
In addition, since 1996 when the research project was first commissioned, Taylor Nelson Sofres has collected single-source data into the effect of TV ads on sales.
The study, called TV Works, will contain evidence that shows TV advertising creates short-term sales lift among the type of shoppers who will make the greatest contribution to long-term brand growth, in sharp contrast to price promotions.
It will also give advertisers valuable insight into short, medium and long-term effects of TV advertising, a comparison of different media planning strategies on driving sales and a comparison of sales effect by TV channel and time of day.
Justin Sampson, director of customer relationship marketing at ITV Sales, said: "The wealth of data we have accumulated over the years provides real insight into the return on investment fmcg advertisers can expect."
The research from TV Works, formerly known as TV Span, will be published in two stages. The first in mid-November is a CD-rom included in the ITV 'Values of Fame' publication and the second, an extensive anthology of findings, will be published in December and distributed to the advertising community.
ITV has also announced it is in the process of commissioning further research into the effectiveness of television in building famous brands.
"The research should provide practical assistance to advertisers to understand the nature of fame, how it impacts on the business success and the levers that need to be pulled in order to improve brand fame," Sampson added.
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