TNS launches TV ad-tracking tool
LONDON - TNS has developed a research tool that enables brands to react to competitors' marketing activity more quickly.
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The Mercury service enables brands to track competitor marketing activity 10 days after launch. When a TV ad first appears, it is put to test with a 130,000-strong online panel, looking at categories including branding and recognition.
TNS said that the tool would allow brands to align communications to today's fast-changing markets.
Paul Baker, project director for TNS Mercury, said: ‘In the run-up to Christmas, being able to tweak or even rework a suite of creatives based on accurate early response to the launch ad has the potential to massively improve [the] effect on sales.'
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