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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

How Specsavers made ongoing use of TV

This case study describes how Specsavers increased the fame of its brand through an evolutionary media strategy.

IKEA: The Great Sleep

This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.

Audi Service Mechanics

This case study describes how Audi positioned itself as the ultimate safe port of call for car servicing in Germany in order to convince people to spend more for a premium service.

truth: "Finish It"

This case study explains how truth, an American anti-smoking charity, aimed marketing efforts at the 91% of non-smokers in a campaign, FinishIt, in order for Gen Z to become 'the generation that ends smoking'.

Latest articles

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.

How the BBC operates in a global video market

This event report outlines how BBC Worldwide is tackling the problem of measuring media use and engagement in multiple markets across the globe.

Television vs digital: the battle for children's (and mums') attention

This event report looks at the changing viewing habits of children as digital devices become commonly used among even the youngest age groups.

What we know about combining TV with digital media

This article provides marketers with information and guidance about combining TV and digital media strategies.

Want to find out more? Contact us

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