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.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, 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
Business and industrial
Government and non-profit
Drink and beverage
ESOMAR Conference papers
Journal of Advertising Research
Date: newest first
Date: oldest first
Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 101-118
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States.
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.
2012 year in sports
Nielsen, State of the Media, January 2013
This report compiles US media highlights, advertiser trends and consumer insights across leading sports properties in 2012.
This report compiles US media highlights, advertiser trends and consumer insights across leading sports properties in 2012. There was a 45% increase in sports programming hours from 2011 - a figure heavily assisted by the 2012 Summer Olympics. TV viewers who recalled the ads were 10% more likely to remember the advertiser's brand during sports programs when compared to non-sports programs in 2012. Data included covers sports share of advertising spend, top advertisers, usage of apps, access of sports-related content by device, most marketable athletes and fan attitudes and behaviours. Highlighted sports entities are NFL football, NBA basketball, MLB baseball, NHL ice hockey, motor sports, golf, soccer, NCAA college sports, UFC mixed martial arts and the Summer Olympics.
Average commercial rating does not measure your ad's performance: An alternative approach - exact commercial ratings in buying TV
John Spadaro and Bruce Goerlich, ARF Key Issue Forum, Re:think conference, 2012
The authors (from Zenith Media and Rentrak) argue that the current system of US national TV audience measurement for advertisements is flawed.
The authors (from Zenith Media and Rentrak) argue that the current system of US national TV audience measurement for advertisements is flawed. This is because these ratings are based on an average of all commercial minutes by program. In a typical hour of broadcast, this represents 14 minutes of commercials, and therefore about 96% of the rating does not encompass the advertiser's specific commercial. The report evaluates the collaboration between Rentrak and Zenith to produce exact commercial ratings for 23,372 TV spots using Rentrak's database of over 8m households. Based on the study, the report argues that exact commercial ratings are a precise and stable measurement tool to examine an advertiser's investment in TV (and can therefore provide more accountability).
Realscreen Summit 2011: Is 2 the New 5?
This brief slide presentation from Nielsen shows how the company measures all aspects of U.S. TV viewing and how that can help TV channel programmers.
This brief slide presentation from Nielsen shows how the company measures all aspects of U.S. TV viewing and how that can help TV channel programmers. Facilities include: measurement of time-shift viewing using DVRs, which can add 45% to a show's ratings; minute-by-minute ratings that show audience flow; and viewing measures of online and mobile video.
Understanding What's on the TV
Pat McDonough, Nielsen, 2011
This slide presentation looks at the changing use of television in the U.S. and the development of associated products and services, such as DVRs, video-on-demand and internet-enabled TVs.
This slide presentation looks at the changing use of television in the U.S. and the development of associated products and services, such as DVRs, video-on-demand and internet-enabled TVs. Research shows that the internet is not killing television, but habits are changing as consumers take control of their viewing, with more use of DVRs and VOD. Co-viewing is also starting to make a comeback as more adults watch DVRs with others than alone. Just 0.4% of people use a streaming device but these devices account for up to a fifth of their TV screen time. In the future the router is seen as key, as it moves wireless content to and fro.
Understanding television audiences
Andrew Green, Warc Best Practice, September 2011
Television is the dominant mass medium in the minds of major marketers and consumers. It has a 41% share of major media adspend globally.
Television is the dominant mass medium in the minds of major marketers and consumers. It has a 41% share of major media adspend globally. In 2001 - with internet advertising still in its infancy - the medium's share stood at 38%. Television therefore remains, for many marketers, the primary communications channel when launching a new brand or supporting an existing one. It offers impact through sound, pictures and motion, the ability to reach lots of people quickly, and 'talkability'. This issues covered included set-top boxes, peoplemeters, viewing contexts and interactive TV. Like all papers in the Warc Best Practice series, it includes a list of related articles and items for further reading, many of which are available on Warc.
US TV Trends by Race and Ethnicity
Nielsen, March 2011
This report from Nielsen looks into trends in media habits among among U.S. households, with a focus on how TV watching varies depending on ethnicity.
This report from Nielsen looks into trends in media habits among among U.S. households, with a focus on how TV watching varies depending on ethnicity. Findings suggest that America's multi-cultural groups tend to watch different programs and use peripheral devices differently, all of which hold significant implications for the media and advertising industries. Ethnic populations in major US cities are also analysed.
The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth
Edith G. Smit and Peter C. Neijens, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 124-135
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts.
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts. In this contribution, the authors discuss the developments in audience research in three themes: (syndicated) audience research into readership of print media, ratings of television, and Internet, studies on the reach of individual advertisements, studies on the quality of reach, in particular the influence of the media context. The authors conclude with some suggestions: the need for cross-media data, the need for hybrid data collection that includes electronic and passive measurement of media use and the need for new metrics, such as measures of implicit processing of sponsored media content and measures of consumer generated brand communications.
From Prime Time to My Time - Measuring television audiences
Andrew Green, Warc Exclusive, From Prime Time to My Time, 2010, pp. 82-124
The focus of this chapter of From Prime Time To My Time is television, often the first communications channel a mass marketer thinks of when planning to launch a new brand or support an existing one.
The focus of this chapter of From Prime Time To My Time is television, often the first communications channel a mass marketer thinks of when planning to launch a new brand or support an existing one. Research tends to focus on the rational and emotional benefits offered. The history of both the evolution of television from 1870 and audience measurement is briefed and the state of the modern television industry assessed. The use of peoplemeters is examined, including its history and variations in implementation. Other methods looked at are passive measurement device and return path data. New challenges include a growing incidence of mobile phone-only households, making it harder for market researchers to reach consumers and the increasing ability to watch television through other, new channels. Audience engagement studies has shown recall of television advertising is decreasing but much of it is implicit and registered subconsciously. Research into the effects of programme and advertising environment is covered and whether programme rating delivers better results. With the growth of VCRs, viewer surveys and electronic tracking are used to determine what the the ability to skip adverts means. Other areas covered are catch-up TV and more interactive viewing. The future of television audience measurement is considered.
From media research to people research? UK audience measurement in 2010
James Aitchison, Event Reports, MRG Annual, December 2009
At the Media Research Group's 2009 annual conference, a series of 'industry update' sessions from various UK audience research bodies outlined their respective priorities, challenges and innovations for 2010.
At the Media Research Group's 2009 annual conference, a series of 'industry update' sessions from various UK audience research bodies outlined their respective priorities, challenges and innovations for 2010. This article summarises those sessions, given by BARB (TV), which is launching a new panel; RAJAR (radio), which is experimenting with online diaries; UKOM (online), which is launching an online planning currency; Postar (outdoor), which is introducing a GPS-driven travel survey; the NRS (print), which is looking to extent readership measurement to non-print sources; and the IPA's Touchpoints survey, which is now considering how to measure word of mouth.
YOU ARE IN THE WARC INDEX:
TV audience size and composition
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 programming and syndication
TV spot lengths and position
Radio planning and buying
, 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
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc