Research agency Data Talk polled 3,000 adults over three months about their media consumption habits.

The results showed that, as well as boosting the effectiveness of direct mail campaigns, online activity also benefited with a 175% uplift in response.

Rupert Howell, ITV brand and commercial managing director said: "We know that, not only is TV not always the first choice as a response medium, but it's often planned separately to direct response activity with different creative work and different objectives.

"This study provides clear evidence that TV makes marketing messages work harder by amplifying responses across the board."