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TV

TV advertising is a key brand-building tool, and remains a powerful marketing channel despite the rise of digital media. It is generally regarded as a highly effective medium, particularly when used to deliver emotional, rather than rational, messaging. While most viewing remains live, digital technology has fragmented audiences and made TV viewing possible at any time on a range of devices. That makes calculating TV audiences a key measurement challenge.

Key Reading

Important papers from across the Warc database

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.
How media consumption habits have changed, specifically through the multiscreening trend.
Tips for compelling TV ads, including guidance on using emotion and scheduling for maximum effect.
Viewing behaviour continues to follow some law-like patterns that have remained the same for 40 years.
This tool allows you to build your own adspend datasets for individual media channels, including TV.

Case Study

This case study describes how Mars, the confectionery and food manufacturer, reversed declining growth and increased sales of its Maltesers snack through its portrayal of disability in its advertising.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how Budget Direct, an insurance services brand, increased sales by creating a mascot to explain its low risk insurance policy to Australians.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.
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Article

This paper describes a system by Médiamétrie which measures the audience for TV programmes in France across four screens: TV, desktop, tablet and smartphone.

Article

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

Article

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

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

Article

This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.

Article

This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.
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  1. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

  2. Article

    This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

  3. Article

    The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.
  4. Article

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

  5. Article

    This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

  6. Article

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

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