TV Effectiveness

Using TV as a marketing channel

Decision Making


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, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign, for a Dutch financial services brand specialising in funeral insurance, used emotional TV ads to overcome consumer scepticism about the sector.


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, Shortlisted, Creative Effectiveness Lions, 2014

This UK campaign, for luxury automaker Mercedes-Benz, used social media to overturn negative perceptions about the brand.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

UNICEF, the UN's children's charity, aimed to gain the commitment of Paraguayan presidential candidates to enrol the nation's youngsters in civil registration via this campaign, based around the 2014 football World Cup qualification matches.

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