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Key reading


Understanding television audiences

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.
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The two-screen experience

How media consumption habits have changed, specifically through the multiscreening trend.

10 rules for TV strategy

Tips for compelling TV ads, including guidance on using emotion and scheduling for maximum effect.

Television: Back to the Future

Viewing behaviour continues to follow some law-like patterns that have remained the same for 40 years.

Warc adspend database: TV

This tool allows you to build your own adspend datasets for individual media channels, including TV.

Latest case studies

Dogs Trust: What if a rescue dog dreamed about his perfect owner?

This case study looks at how Dogs Trust, an animal welfare charity, raised awareness and increased footfall to its centres in the United Kingdom through the #specialsomeone campaign.

Nutmeg: Investment troubles? Just nutmeg it.

This case study details how Nutmeg, an online investment management company, increased customer numbers in the UK through an animated TV spot.

RSPB: Save the wildlife in your own backyard

This case study details how the Royal Society for the Protection of Birds (RSPB) repositioned itself as a charity for all of nature, not just birds, in the United Kingdom.

NSPCC: Abuse robs children of their dreams – like going to the moon. But it doesn't have to.

This case study details how the NSPCC, a UK children's charity, improved attitudes towards the charity and increased fundraising donations in the UK.

Latest articles

Infographic: Premier League Fans

This article summarises some of the key findings of research into the online behaviours of Premier League fans, presented in an infographic format.

How TV is becoming more social

This article considers the impact of audiences increasingly using social media while watching TV, and how social mentions and TV interact and affect each other's popularity.

Global Ad Trends

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.

Big Data and Research Data: The beginning of a beautiful friendship

This paper explores how Sky UK, the satellite TV company, undertook in-depth customer research in the UK and modelled it against third-party big data to find out which groups would respond to different communications, broadening the purchase funnel for subscriptions.

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Monique Dolbin


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Ed Pank

Asia Pacific

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