Program types. Its influence on the effectiveness of TV advertising

Uwe Munzinger

This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements.

Program types. Its influence on the effectiveness of TV advertising

Uwe Munzinger Icon Forschung Consulting, Germany

BACKGROUND

The conditions for advertising in mass media have changed dramatically in the past years. In Germany the number of TV-commercials has increased from 838 per day in 1990 to 3760 per day in 1995. With the increase of advertising clutters, the focus in media planning is shifting from quantitative only to qualitative as well. Not only programs with high market shares are of interest, but also programs which put viewers into a positive mood to reinforce desired effects. For example, attractive cinema...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands