TV Effectiveness

Information and insights on TV as a marketing channel

Decision Making


Daniel Finder and Gonzalo Barbieri, ESOMAR, Latin America, Buenos Aires, April 2014
This paper describes research which sought to understand how consumers in Latin America, and particularly Argentina, 'multi-screen' across different devices, and what this means for the path to purchase. It was found that there are two distinct ways people move among screens: simultaneously and sequentially.

Low Lai Chow, Event Reports, Festival of Media Asia Pacific, March 2014
This event report discusses how Chinese internet users consume online video, based on information from Youku Tudou. Fully 400 million people access its platform every month, equivalent to roughly a third of the country's population.

Kim Lam, Florence Wong, Yvonne Lau and Nick Hui, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Nestle partnered with a popular boy band to cast confectionery brand FRUTIPS in a fresh light in Hong Kong. It targeted 15-24 year olds through fun, humorous experiences and content that were shared through social media.

Safak Erkol, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how ING Bank used social media, combined with TV ads, to engage consumers and increase sales in Turkey. A special loan offer was created, with TV ads declaring that the more people who tweeted on the dedicated hashtag, the lower the interest rate would be.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. The advent of "event TV" - based around high-quality programming content that has become appointment viewing - has encouraged a renaissance of this channel in the recent past.

Tomasz Matuszewski, Rafal Broniarek and Mateusz Mentlewicz, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Orange, the mobile network provider, launched a new low-cost mobile operator in Poland using social media. This provider was launched separately from the Orange branding, with social media used to build brand awareness.

Allen Eric, Yousuf Rangoonwala and Aditya Save, Warc Prize for Social Strategy, Entrant, 2014
This case study explains a campaign aimed at Indian women by Parachute Advansed Ayurvedic Hair Oil, a hair care brand owned by Marico, which encouraged social recommendation. Research had found that women are cynical about claims made by hair fall prevention products such as this, and valued recommendation by friends or family.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how digital platforms such as video-on-demand services and social media toady often serve as companions to television viewing, rather than replacing it, as many observers had originally predicted. Despite the rise of habits like multi-screening and catch-up platforms, it is clear that live, linear television retains its appeal.

ARF Ogilvy Awards, Silver, Entertainment & Sports, 2014
This case study explains how ESPN, the sports TV network, used research to segment and understand the target viewers of its flagship 'SportsCenter' program. The research split viewers into usage groups and through qualitative research found that the reasons for watching the program were changing.

WARC RECOMMENDS


RECOMMENDED CASES

Television

Warc's pick of the most effective case studies


ARTICLE FOCUS

TVC lengths

The ARF on choosing the right spot length


WARC BRIEFING

TV effectiveness

History, key theories and trends


RESEARCH PAPER

Empirical Evidence of TV Advertising Effectiveness

Why TV is the best branding medium there is


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising