Warc Briefing: Television

This briefing offers an overview of the history, theories and key trends related to Television. It outlines the development of traditional spot breaks and the growth of newer formats in recent years.

Warc Briefing: Television

Definition:Television effectiveness in the context of advertising can be defined as the relative success of television commercials – a span of television programming produced and paid for by an organisation that conveys a message – in terms of engaging with consumers and achieving for example, increased brand or product awareness, sales growth and/or market share.

Quick facts

  • Research suggests that it is emotional engagement that is key to the effectiveness of TV advertising
  • In spite of technological developments allowing for more channels, television remains a mass medium that can be used most effectively as part of...

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