NEWS27 August 2010

2CV picks up ITV tracking tasks again

New business UK

UK— Research agency 2CV has won a five-way pitch to be reappointed to carry out broadcaster ITV’s brand and communications tracking activity.

2CV will gather responses from around 15,000 people each year to measure the performance of ITV’s brand portfolio, which includes its broadcast television channels and web and digital offerings and ITV Player.

The tracking survey will also evaluate how successful ITV’s ad and marketing campaigns are across TV, press, radio, outdoor and cinema.

2CV managing director Doug Edmonds (pictured) said: “Over the last two years we have worked alongside ITV to develop an insightful model of brand relationships based around consumer needs. Now used with clients across media, FMCG and other sectors, this model demonstrates the value of monitoring habitual behaviour and builds a picture for clients of their brand impact over time.”