TV Effectiveness

Using TV as a marketing channel

Decision Making


comScore, June 2014

This article explores issues surrounding changes in video viewing habits as more people watch digital video on different devices and how this impacts on audience measurement, and proposes a 'total video' model for more effective advertising.


Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report discusses how The Kellogg Company, the food group, is connecting the quality of creative from its TV spots to sales.


Grant McCracken, Market Leader, Quarter 3, 2014

This article discusses the rise of 'new media fundamentalism' against a backdrop of a TV 'revolution', and argues for balance in the new and old media mix.


Martin Ash, Market Leader, Quarter 3, 2014

This article discusses how channels can be managed most effectively in a multi-screen world, following analysis that highlights the power of mobile and tablets, but also reminds marketers that TV is king in the UK.


Cortney Henseler, Andrew Consky and Maureen Dawson, ESOMAR, Digital Dimensions, June 2014

This paper reports on research in North America by AOL, the media company, into how consumers access online content via computers, tablets and smartphones.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign, for snack brand Doritos in the UK, attracted a broader audience by tapping into its shared love of cheesy cover bands.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how The National Lottery (TNL) in the UK used the opportunity of the London 2012 Olympic Games to improve awareness of its contribution to good causes.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign promoted an American lottery game to a sceptical New York audience despite the fact that the price point had doubled from $1 to $2 per play.


Effie Worldwide, Bronze, North America Effies 2014

This case study explains an emotional campaign by OREO, the cookie brand, which built on a child's openness and curiosity to connect with a range of target groups in the US and Canada.

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