TV is lead media for over a third of creatively effective ideas

Zoe McCready

An overview of the lead media used by campaigns that appear in both the WARC Creative 100 and WARC Effective 100.

34% of creative and effective ideas use TV as the lead media, according to WARC's Health of Creativity. The Health of Creativity is an analysis of the most awarded ideas from 2015 to 2018 to determine how many creative campaigns were also awarded for effectiveness. In this analysis, an idea can be made up of several campaigns, for instance the idea 'John Lewis Christmas' comes from campaigns such as Monty the Penguin and Buster the Boxer. The results showed that 38% of ideas that win in creative awards subsequently go on to win in effectiveness awards.

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