SMS seems to work as a response medium for adverts. Across the five countries for which it measures mobile content consumption,… 
M:Metrics found that monthly use of text message shortcodes in response to ads was as high as 29.1% of mobile subscribers in its August tests. That percentage of respondents was counted in Spain, with the UK at 18.5%.
Will Hodgman, CEO of M:Metrics, is naturally bullish: ‘The growing adoption of major brands using SMS and the substantial consumer response rates indicate a couple of important trends: mobile as a commercial medium is on steroids; and multimedia convergence is real.’
SMS response to ads on TV was much higher than for the other media tested: Contests are the leading driver of shortcode usage, such as game or reality television shows or chances to win free merchandise.
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