TV Effectiveness

Using TV as a marketing channel

Decision Making


Lena Roland, Event Reports, Smart Marketing, December 2014

This event report looks at how marketers can use an understanding of the consumer’s subconscious mind to both refine ads at an early stage of development and also to build brands in the longer term.


Judit Nagy and Anjali Midha, Journal of Advertising Research, Vol. 54, No. 4, 2014
The combined effect of using television and social media simultaneously has created an opportunity to influence a large - hitherto not well-understood - group: the "earned audience." The current research is believed to be the first to explore the value (as opposed to volume) of the "earned audience" (users exposed to Tweets about television programs and their sponsors) on the Twitter platform. By examining Twitter users' behavioral and attitudinal response to television Tweets during primetime television programming, the authors of the current study found that earned audiences would take actions both related to television viewing and engaging with their brand sponsors - an untapped potential for programmers and advertisers.

Harlan E. Spotts, Scott C. Purvis and Sandeep Patnaik, Journal of Advertising Research, Vol. 54, No. 4, 2014
The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games.

Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, outlines progress of neuroscience research techniques in marketing, including key findings, recent developments and advice for brands that would like to test ads.


Christina Aventi and Sarah Hood, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Meat & Livestock Australia, a trade body, increased sales of lamb with a new approach to its annual Australia Day campaign.


Angela Morris, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This Australian local government campaign aimed to reduce alcohol-fuelled violence with a creative approach informed by behavioural economics.


Pieter-Paul von Weiler and Brigitte Bayard, Account Planning Group - (Australia), Grand Prix, Best insight/input, Creative Strategy Awards 2014

This case study explains how an anti-smoking campaign by the Australian government changed minds by the psychological insight that smokers are more scared of suffering a painful death than the act of dying itself.


Pieter-Paul von Weiler and Lucy Cochran, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how Lion, a food and drink company, relaunched its Dare Ice Coffee brand by targeting a new audience of white-collar young males.


Guy Marshall and Simon Bookallil, Account Planning Group - (Australia), Gold, Best unexpected thinking, Creative Strategy Awards 2014

This case study describes the relaunch of Biozet Attack, a laundry brand, in Australia by focusing on a product innovation.

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