Why it matters

Television advertising remains a powerful way to reach and move consumers, especially when it hits the right creative notes. Many commercials, however, fail to deliver any long-term impact for brands.


  • Brands that are able to identify a relevant purpose, and communicate it in their TV ads, may see beneficial results.
  • Marketers often neglect brand assets like logos, taglines and jingles, despite the fact they exert a powerful impact on consumers.
  • Ad testing only takes a small portion of budgets, but can help brands maximize the impact of their television spots.

Television ads can deliver long-term growth by focusing on brand purpose, cultural resonance, and family life – assisted, in many cases, by well-known taglines, mascots and pieces of packaging.