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Key reading

Televisions

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

PepsiCo: Sting Launch

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Channel 4 Humans

This case study describes how UK broadcaster Channel 4 launched Humans, a new TV series about artificial intelligence and synthetic humans, using TV, online retail, digital and a bricks-and-mortar store.

Churchill Lollipoppers

This case study describes how Churchill, a UK insurance company, found a point of difference by launching a campaign to help increase safety of children going to school.

Mountain Dew Kickstart Comes Alive

This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.

Latest articles

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.

How brands can capitalise on the combined power of social media and TV

This article examines the differences between advertising on social media and TV, and how these two very different approaches can be made to work together for a more powerful result.

Marketing financial services: Using TV in property and casualty insurance ads

This article examines how vital the use of TV is for financial services brands, especially ones that operate in the property and casualty insurance space.

Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com