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, 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.


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 case study describes the relaunch of the Bank of New Zealand (BNZ) using an unbranded teaser campaign to start social conversations about money, leading to improved consideration scores and increased revenue.


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 case study describes how Konami, the video game producer, launched the latest iteration of its Pro Evolution Soccer game (PES 2013) in Spain with a competition that promised the winning fan an actual part within the game.

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