or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Media and publishing
Government and non-profit
Leisure and entertainment
ESOMAR Conference papers
Journal of Advertising Research
ARF Experiential Learning
Date: newest first
Date: oldest first
MRS Awards, Finalist, MRS Awards, December 2013
This article details a research project by ITV, the UK television network, which sought to understand how different groups of people watched television, used technology, and responded to ads.
This article details a research project by ITV, the UK television network, which sought to understand how different groups of people watched television, used technology, and responded to ads. Qualitative and quantitative methods were used, including surveys, interviews and observation of behaviour. As a result, four viewing segments were developed based on their television viewing habits, and insight around second-screening habits developed. Combining its results with TGI data has allowed tailoring towards specific categories and brands and led ITV to develop its ad products.
Multi-screen viewing behaviour
Dr Ali Goode and Neil Mortensen, Admap, November 2013, pp. 14-17
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure.
This article discusses the impact of multi-screening on the effectiveness of television ads, finding that this behaviour increased ad exposure. Combining research methods, including filming in living rooms to capture natural behaviour, participant commentary, and a quantitative survey allowed a fuller picture of the effect of multi-screening. Key findings were that multi-screening means people are more likely to stay seated through an ad break and therefore increases ad exposure, and that people have always multi-tasked whilst watching TV, having conversations, interacting with children and animals, reading magazines and engaging in hobbies. It was found that except for having a conversation, orientation towards the TV was maintained through various multi-tasking and -screening behaviour. Additionally, multi-screening may enhance enjoyment of television as devices allow for greater engagement in the program.
Screen Life: How "two-screening" changes our TV viewing
Neil Mortenson and Rob Ellis, ESOMAR, Congress, Istanbul, September 2013
This paper considers the threats and opportunities for television advertising presented by multiscreening.
This paper considers the threats and opportunities for television advertising presented by multiscreening. Researchers adopted a multidisciplinary approach with a heavy reliance on observational research to measure the prevalence of multiscreening, its effect on attention paid to television, and its impact on ad communication. A key learning is that multiscreening reinforced the television relationship and the paper identifies opportunities for new advertising initiatives.
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira and Horst Stipp, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 286-296
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.
TV's influence on word of mouth
Neil Mortensen, Admap, September 2013, pp. 10-12
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means.
This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means. The research finds that WOM is particularly valuable in more considered purchases, but less important in small purchases that require little thought. The article argues that the majority of WOM is offline and therefore advertisers need to design content that can be shared offline. Trends towards second screening, combined with this insight on WOM, mean that advertising strategies must be integrated across all media.
TV sponsorship measurement
Kristin Blondé, Tim Van Doorslaee, Sofie Rutgeerts and Patrick De Pelsmacker, Admap, September 2013, pp. 38-39
This article assesses the effectiveness of TV sponsorship, using analysis from several campaigns in Belgium.
This article assesses the effectiveness of TV sponsorship, using analysis from several campaigns in Belgium. The study found that TV sponsorship increases brand awareness amongst viewers, with spontaneous brand awareness particularly affected. It also improves brand image, including the specific brand image and the transfer of the programme values to the brand. The article argues that the effectiveness of campaigns is explained by creation of a recognisable campaign, ensuring the campaign is likeable, and having a good fit between sponsor and programme.
Development of TV advertising literacy in children: Do physical appearance and eating habits matter?
Julia Spielvogel and Ralf Terlutter, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 343-368
This study investigates the role of physical appearance (body mass index (BMI), body shape perception, self-esteem) and variables related to eating habits (food choice, critical attitude towards food, parents’ attitude towards food) in the development of advertising literacy in children focusing on food advertising.
This study investigates the role of physical appearance (body mass index (BMI), body shape perception, self-esteem) and variables related to eating habits (food choice, critical attitude towards food, parents’ attitude towards food) in the development of advertising literacy in children focusing on food advertising. Based on the concept of self-esteem and the theory of cognitive dissonance, a research model is developed and tested in an empirical study with 249 children aged 7 to 11. Using PLS path modelling, self-esteem and critical attitude towards food are identified as factors influencing advertising literacy directly. Self-esteem is significantly influenced by children’s BMI and body shape perception, while critical attitude is determined by children’s food choices and children’s perception of their parents’ attitude towards food. Evidence was found that the influence of body shape perception on advertising literacy is fully mediated by self-esteem. The results link variables related to physical appearance and eating habits to how children deal with advertising. Implications for academic research and public policy are discussed, and the study raises issues for children’s advertising literacy support and training.
TV's not dead
David Brennan, Market Leader, Quarter 3, 2013, pp. 41-43
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based.
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based. These myths are that people don't watch TV any more, fragmentation is inevitable and bad for TV, viewers are 'migrating' to on-demand, PVR is killing the 30-second spot, advertising is dead and 'content' is dead. Instead, the author argues that television is performing better than ever before demonstrating that television viewing is at its highest peak, fragmentation is overstated and that on-demand experiences account for less than 3% of total viewing time.
Addressable TV: Traditional Television Just Became Untraditional
Aaron Fetters and Helen Katz, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US.
This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US. The project was undertaken with the food manufacturer, Kellogg's (an early mover in adopting the technology in its ad targeting) and with the media partner, DirectTV. Results from the project include: addressable campaigns are more precisely targeted and increase the frequency of ads seen, and commercials targeted in this way are also seen for slightly longer than the norm. The paper concludes by discussing several learnings and questions arising from the project, including: the impact of addressability on KPIs, connecting exposure to sales, the optimal frequency threshold, addressability across platforms and the speed with which addressability will scale.
TV Untethered: Quantifying Mobile TV Viewing and its Impact
Laura Cowan and Christopher Neal, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper describes a US research project into the use of mobile video to quantify the number of people watching TV programming on mobile devices, their motivations and the typical viewing occasions.
This paper describes a US research project into the use of mobile video to quantify the number of people watching TV programming on mobile devices, their motivations and the typical viewing occasions. Using a combination of online surveys and viewing diaries/journals, the research found a third of the sample (15-65 year olds with broadband internet) watched TV via mobile. This group tended to be younger viewers with a skew towards multicultural groups. However, only 7% of this group conducted all viewing on a mobile device. Overall, 64% of mobile TV viewing was found to take place within the home, with "more convenient", "episode bingeing" and "fewer ads" cited as major drivers.
YOU ARE IN THE WARC INDEX:
Cable and satellite TV
Copytesting and pretesting TV
Direct response TV
Product placement on TV
TV advertising breaks and clutter
TV audience attitudes and behaviour
TV audience size and composition
TV programming and syndication
TV spot lengths and position
Effectiveness in media
Digital advertising and media research
Direct mail research
Outdoor and out-of-home research
Print media research
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc