The study will look at the relationship between paid, owned and earned media. Findings will be published in the first half of 2013.

Thinkbox says its study is designed to give marketers new insights into how advertising pays you back the influence of paid media on word of mouth, social media, search and owned media such as brand websites and in-store marketing.

Data2Decisions will use a combination of data sources, including Keller Fay data for word of mouth, advertiser data for online information and YouGov’s BrandIndex tool to analyse the relationship between paid, owned and earned media.

Neil Mortensen, research and planning director at Thinkbox (pictured), said: “We know from previous research that TV is the most effective form of advertising and that it makes other media work harder – it has dramatic effects on search and social media, for instance. But TV and other paid media’s effects can be overlooked when too much emphasis is put on just measuring end results that are easily counted or highly visible rather than asking what initiated and drove consumers’ behaviour in the first place. There is a risk of misattribution. This research will explore this issue in the broader context of the relationship between paid, owned and earned media.”

Karl Weaver, CEO of Data2Decisions, added: “Quantifying the effectiveness of integrated campaigns within an increasingly convergent marketing environment is a critical issue for clients. This will further industry understanding on how social media, search and paid media can work together to enhance advertising payback.”