TV Effectiveness

Using TV as a marketing channel

Decision Making

Lena Roland, Event Reports, Digital Convergence, February 2015

This event report considers what the digital future holds for marketers in a world that is changing at an extraordinary speed.

James Bryson and David Bunker, Market Research Society, Annual Conference, 2015

This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.

ARF Ogilvy Awards, Gold, Alcohol & beverages, 2015

This case study explains how Keurig, the coffee maker brand, used a stunt to associate itself with gift-giving and get people talking about its brand in the US.

Case Study

ESPN: Who's in?
ARF Ogilvy Awards, Gold, Entertainment & sports, 2015

This case study explains how American cable channel ESPN promoted the new playoff finals for College Football, by explaining the format and building excitement.

ARF Ogilvy Awards, Gold, Food & grocery, 2015

This case study explains how Knorr Sides, a food brand, took a new approach to adveritisng in the US to reverse brand decline and icnrease sales.

ARF Ogilvy Awards, Gold, Health & personal care and Gold, Pharmaceutical, 2015

This case study explains how Emergen-C, a dietary supplement brand owned by pharmaceuticals company Pfizer, took a new approach to the category to increase sales and market share.

ARF Ogilvy Awards, Silver, Retail & ecommerce, 2015

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.

ARF Ogilvy Awards, Gold, Government & nonprofit, 2015

This case study describes a campaign by The Shelter Pet Project, a public service ad campaign, which increased the number of pets adopted from animal shelters in the US.

ARF Ogilvy Awards, Gold, Automotive, 2015

This case study explains how Toyota, the car manufacturer, changed its sales event advertising in the US to give the brand a more human face, For two year's Toyota's national sales event advertising was declining in effectiveness, and it needed to change that.




Warc's pick of the most effective case studies


TVC lengths

The ARF on choosing the right spot length


TV effectiveness

History, key theories and trends


Empirical Evidence of TV Advertising Effectiveness

Why TV is the best branding medium there is


John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising