TV Effectiveness

Using TV as a marketing channel

Decision Making

Sue Elms, Millward Brown Knowledge Point, January 2015

This article gives some tips for multiscreen ad campaigns, which should have a single brand story optimised for different platforms.

Tony Regan, Warc Best Practice, January 2015

This article explains how TV has changed - and continues to change - maintaining a prime position in advertisers' media planning despite gloomy predictions.

Charles Young, Admap, January 2015

This article explores some of the advances in advertising research which are leading to faster results, which in turn enable faster, better decision making.

Geoffrey Precourt, Event Reports, The Market Research Event, October 2014

This event report outlines ESPN's "philosophy" for measuring its brand health, an approach that treats this measure as a "living, breathing" metric.

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.

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.

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.

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.

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.




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