TV Effectiveness

Using TV as a marketing channel

Decision Making

GfK, April 2015

This report explores how big data can be used by broadcasters to improve their services, building on the views of key decision makers from 14 major media groups.

Nielsen, March 2015

This article looks at how the changing digital landscape is affecting how, where and why people watch video programming.

Warc Data, April 2015

This article explores TV adspend globally, which is projected to rise 2% in 2015, reaching US$219.

Genevieve Begy and Vishal Talwar, International Journal of Market Research, Digital First, April 2015
Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the '30-second spot'. Very little research analysing its economic worth exists outside of the realm of film, however.

Lena Roland, Event Reports, Digital Convergence, February 2015

This event report considers what the digital future holds for marketers in a world that is changing at an extraordinary speed.

James Bryson and David Bunker, Market Research Society, Annual Conference, 2015

This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.

ARF Ogilvy Awards, Gold, Alcohol & beverages, 2015

This case study explains how Keurig, the coffee maker brand, used a stunt to associate itself with gift-giving and get people talking about its brand in the US.

ARF Ogilvy Awards, Gold, Government & nonprofit, 2015

This case study describes a campaign by The Shelter Pet Project, a public service ad campaign, which increased the number of pets adopted from animal shelters in the US.

Case Study

ESPN: Who's in?
ARF Ogilvy Awards, Gold, Entertainment & sports, 2015

This case study explains how American cable channel ESPN promoted the new playoff finals for College Football, by explaining the format and building excitement.




Warc's pick of the most effective case studies


TVC lengths

The ARF on choosing the right spot length


TV effectiveness

History, key theories and trends


Empirical Evidence of TV Advertising Effectiveness

Why TV is the best branding medium there is


John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising