This work comprises the photoactivity assessment of transparent sol-gel TiO2 coatings of various thickness using two test systems. The initial rates of both photocatalytic reactions, namely the oxidative bleaching of Acid Orange 7 (A07) and the reductive bleaching of 2,6-dichlorindophenol (DCIP) increase linearly with increasing titania film thickness as well as with increasing absorbed light flux. The latter work revealed quantum yields (QY) of 0.19% and 92% for the A07 and DCIP test system, respectively. The low QY for the A07 oxidation is due to the combination of a slow irreversible reduction of oxygen and also for the oxidation of A07, thus favouring the high efficiency for electron-hole recombination that is typical for aqueous organic pollutants. In contrast, the very high QY for the photocatalysed reduction of DCIP is due to the presence of a vast excess of glycerol which traps the photogenerated holes efficiently and so allow time for the slower reduction of dye to take place. Furthermore, the oxidation of glycerol results in the generation of highly reducing R-hydroxyalkyl radicals that are able to also reduce DCIP. As a consequence of this 'current doubling' effect, the observed QY (92%) is much higher than the apparent theoretical value of 50%. (C) 2014 Published by Elsevier B.V.