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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

Vodafone Egypt: Fakka

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

Finish UK: Dishes

This case study describes how Finish UK, a UK dishwashing detergent category leader, used a TV ad to change the perceptions of the brand and reversed sales decline.

John Lewis: Monty's Christmas

This case study describes how John Lewis, a leading UK retailer, used media and technology to turn the Christmas 2014 campaign, '#MontyThePenguin', into the most effective and profitable retail campaign to date.

Colgate: #EveryDropCounts

This case study describes how Colgate US, the world's number one toothpaste brand, elevated itself in the eyes of the US audience by taking a stance on water conservation.

Latest articles

TV viewing in the internet age

This article seeks to understand the habits of linear TV users as online viewing moves through its infancy and into the mainstream.

Mythbusting Hong Kong's Television and Digital Video Evolution

This research from busts five myths about how Hong Kong consumes video content based on data from both local and international video platforms, with a particular focus on the changing balance between television, OTT and digital video opportunities.

How to mix brand placements in television programmes to maximise effectiveness

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Data quality and cost: The challenges facing the media and communications research industry

This event report considers some of the major challenges currently facing the media and communications research industry.

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