The Enduring Influence of TV Advertising and Communications Clout Patterns in the Global Marketplace

Oscar Jamhouri and Marek L. Winiarz

Historically television has been one of the most powerful marketing contacts. But the recent proliferation of TV channels and influence of digital contacts resulted in audience fragmentation and additional media clutter.

The Enduring Influence of TV Advertising And Communications Clout Patterns In the Global Marketplace

Oscar JamhouriIntegration Marketing and Communications

Marek L. WiniarzMethod Marketing Communications

INTRODUCTION

A fundamental measure of marketing effectiveness is the influencing power of communications contacts. In recent history, television has been one of the most powerful contacts with consumers. The advent of digital and web-based channels created speculation about weakening TV and suggests that its clout has waned. To the contrary, our data show that TV continues its global hold as a dominant contact.

Our data capture consumers' perceptions of the influence of advertising on...

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