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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

Millers: Millers and Me

This case study describes how Millers, a fashion retailer, drove awareness and engagement to increase sales in the Australian market.

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.

Amazon: The Magic of Echo

This case study describes how Amazon, the e-commerce retailing giant, used the Super Bowl to advertise its new Amazon Echo product in the United States.

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.

What we know about combining TV with digital media

This article provides marketers with information and guidance about combining TV and digital media strategies.

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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