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Key reading

Televisions

Understanding television audiences

This best practice paper argues that television is the dominant mass medium in the minds of major marketers and consumers. Television remains the primary communications channel when launching a new brand or supporting an existing brand, despite the rise in popularity of digital channels of recent years.
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The two-screen experience

How media consumption habits have changed, specifically through the multiscreening trend.

10 rules for TV strategy

Tips for compelling TV ads, including guidance on using emotion and scheduling for maximum effect.

Television: Back to the Future

Viewing behaviour continues to follow some law-like patterns that have remained the same for 40 years.

Warc adspend database: TV

This tool allows you to build your own adspend datasets for individual media channels, including TV.




Latest case studies

Three: How The Perfect Surprise Won Christmas

This case study describes how a brand response creative campaign delivered real commercial effect at the most commercially and emotionally competitive time of year – Christmas – for Three Ireland, a telecoms brand.

Switched On: Moving Bord Gáis Energy from state sector monolith to private sector powerhouse in eight short years

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Big, bold and singleminded: From UPC to Virgin Media - The story of 2015's most successful Irish brand transformation

This case study describes how UPC, an Irish telecoms company, rebranded into Virgin Media and ran a campaign retaining what was best about UPC while creating a new telecommunications brand rooted in Ireland.

LIDL: Gaining a lot from Living a little

This case study demonstrates how investment and a brand campaign helped Lidl, a German discount supermarket chain in Ireland, achieve impressive growth and increase turnover in a challenging market.

Latest articles

TV viewing in the internet age

This article seeks to understand the habits of linear TV users as online viewing moves through its infancy and into the mainstream.

Mythbusting Hong Kong's Television and Digital Video Evolution

This research from busts five myths about how Hong Kong consumes video content based on data from both local and international video platforms, with a particular focus on the changing balance between television, OTT and digital video opportunities.

How to mix brand placements in television programmes to maximise effectiveness

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Data quality and cost: The challenges facing the media and communications research industry

This event report considers some of the major challenges currently facing the media and communications research industry.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com