The bespoke research project will analyse how the brain reacts to TV ads. The results are expected in late spring. Until now, Thinkbox has relied on research from its member TV stations.
Separately, Thinkbox has unveiled its marketing plans for 2006, which include an advertiser-focused event, a series of screenings and agency workshops.
Elizabeth Kesses, an associate partner at Ingram, has been seconded to Thinkbox as marketing director to assist Justin Sampson, as the body makes the transition to a standalone body run by a full-time executive.